Digital advertising as we know it is fundamentally changing.

Apple and Google’s moves to phase out longstanding ad targeting practices and privacy laws like California’s Consumer Privacy Act have advertisers scrambling for other ways to target and measure their ads.

Marketers, who are expected to spend $191 billion on digital advertising in the US this year, are revamping their data strategies since tracking and targeting ads with identifiable data like a person’s location or online behavior will get harder. They’re collecting first-party data like email addresses, sales data, and loyalty card programs and examining how they collect information and use that data.

Insider identified 21 advertising and marketing executives who are at the forefront of navigating these changes, whether it’s finding new ways of contextually targeting or building a new first-party database.

This list, in alphabetical order by last name, is based on nominations and our reporting.

Eric Austin and Jeronimo Escudero, Senior Directors of Brand Management; and Kanishka Das, Senior Director of Analytics and Insights at Procter & Gamble Eric Austin

Procter & Gamble has been on a push to take more control of its media for years, saying it’s reduced wasted ad spend by 20%. More recently, it has boosted its internal data and analytics abilities.

Austin, Das, and Escudero are behind many of those efforts, and have helped P&G collect more than 1 billion IDs, or profiles to target people with more precision.

While Escudero leads its first-party data strategy, Austin built P&G’s internal programmatic platform that uses data to target ads to people based on audience segments. Das focuses on measurement.

Luiz Felipe Barros, VP of the Data Center of Excellence, Global Media and Consumer Digital Products at Anheuser-Busch InBev

Barros has helped Anheuser-Busch InBev set up a repository of first-party data that now contains information about more than 2.5 billion consumers.

Its first-party data from marketing, e-commerce, owned retail, and craft breweries helps Anheuser-Busch InBev plan

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