Smarter Signals, Stronger Strategy: Navigating Data Challenges in a Cookieless World
As marketers and data teams adapt to a cookieless future, rising user privacy expectations, and fragmented data ecosystems, the need for smarter, leaner strategies has never been greater. From identity resolution challenges to meaningful data enrichment and responsible targeting, today’s digital landscape demands both technical precision and ethical clarity. In this Q&A, we explore practical approaches to these complex issues with Dan Shvets, CEO of ASAO DS, uncovering how startups and scaleups can navigate the shifting terrain with strategic insight and data discipline.
Interview with Dan Shvets
Could you please give us a quick introduction of yourself?
I am the CEO and co-founder of ASAO DS, a boutique data and AI strategy firm for startups and scaleups. Previously, I built and led data departments at Tango Me and Arpeely – scaling products that drove over $500M in additional revenue. My work spans ML systems, infrastructure, recommender systems, and predictive analytics.
What is the one marketing platform/app/solution you can’t live without? Why?
ClickUp – not strictly for marketing, but we use it as our main base for everything.
Do you have any suggestions for preparing for digital advertising in a cookieless world?
In a cookieless world, the game shifts from relying on precise cookie-based targeting to building more complex behavioural models using weaker, aggregated signals. Instead of tracking individuals perfectly, focus on recognizing useful patterns – like website behaviours. You won’t pinpoint exact users, but robust ML models trained on these signals can still achieve strong results at scale. The challenge isn’t having fewer signals; it’s making smarter use of the many weaker signals available. This demands better data-science capabilities and deeper analytical infrastructure.
What challenges do you see in processing data coming from different sources? How to overcome?
The biggest issue is reliably identifying and matching the same user across multiple sources without cookies. Previously, cookies made it simple to connect user journeys. Now, identification accuracy has dropped significantly, making it difficult to confirm if data from different sources pertains to the same person. The solution involves combining multiple weaker identifiers and leveraging advanced modelling techniques. You’ll need more sophisticated analytics infrastructure and possibly specialized external solutions to handle identity resolution effectively.
With more consumers being conscious of their data being shared, how do you overcome the growing concern?
In practice, users frequently accept data-sharing policies without much hesitation. But transparency and trust still matter. Companies can mitigate privacy concerns by clearly communicating how data is handled and by collecting only what’s genuinely needed. Practically speaking, privacy-conscious users who use VPNs or privacy browsers represent a relatively small group, and trying to track or target them isn’t feasible. For the majority, the real solution is responsible handling—avoid unnecessary fingerprinting, store less personally identifiable data, and show users tangible value from the data you do collect.
What data enrichment strategies can you suggest that work effectively from your experience?
Effective enrichment starts with a clear strategy: only enrich data where there’s real potential payoff. Before investing in enrichment, first, evaluate basic signals to gauge potential user value. For example, if initial data clearly shows low lifetime value (LTV) for certain segments – say, users from a specific geography or device type – then spending resources on further enrichment is wasteful. Instead, enrich incrementally and strategically, using each new data point to decide if additional enrichment is justified. This approach saves budget and effort by ensuring enrichment is applied where it genuinely improves targeting or customer understanding.
A bit more information
Q: Any fun facts about yourself that you want to share?
I enjoy writing poetry, actually. I am a poet first and a CEO second.
A big thank you to Dan Shvets! Dan Shvets’ perspective underscores a vital message for marketers and data professionals alike: smart strategies don’t require perfect data, but rather thoughtful execution. From embracing weaker signals to building trust through transparency, his advice offers a clear path forward in a world of rising data complexity. And yes—when he’s not solving data challenges, he’s writing poetry, proving that creativity and analytics are not mutually exclusive. If you’d like to connect, feel free to reach out to him on LinkedIn.
Join Us Now!
Ready to elevate your marketing strategy? Be part of our 2025 summits – where innovation, networking, and cutting-edge insights meet in vibrant cities around the world. We can’t wait to welcome you in person!
➡ Explore the 2025 full calendar here! https://beetc.io/2025-full-event-calendar-beetc/
Can’t attend in person? No problem. Join BEETc On-Screen, our On-Demand Learning Platform, for exclusive access to 500+ sessions and over 300 hours of content from global summits. Upskill at your own pace, gain actionable insights, and stay ahead in a rapidly evolving business landscape.
➡ Explore content from global summits! https://beetc.io/on-screen/
See more MarTech Thoughts interview pieces here!
Stay up to date with our In Person Summit, Session Information, and Agenda Updates by following us on:
Last updated: May 2025
