In this talk, Juan Mendoza will unpack three emergent themes that are set to define how companies build and manage data architecture into the future. Juan will be touching on changes to consumer sentiment on data privacy, growing government regulation across the globe, and self-organising big tech platforms that are driving second order impacts on how and what companies can track about their customers. The central question of this talk is to what extent will privacy influence the next generation of technology companies in Martech? Are we heading into a privacy winter?