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Pega Events

Taking a First-Party Approach to CX after Data Deprecation

Futureproof consumer engagement in the new world of digital

  • August 16, 2022
  • 10:00 – 10:50 AM EDT | 4:00 – 4:50 PM CEST

Digital marketing is being re-shaped by a rapidly changing regulatory environment, growing fears about consumer privacy, the deprecation of tools like cookies and mobile IDs, and the continued domination of the space by a small number of platforms.

Join Pega’s Tara DeZao and guest speaker, Forrester VP & Principal Analyst, Joanna O’Connell for a can’t-miss webinar session where you’ll learn:

  • What challenges and opportunities are ahead for marketers and advertisers?
  • How can organizations lean into their owned channels, proprietary data, and artificial intelligence to bridge the gaps?
  • How can marketers extend the same experience onto paid channels?


Tara DeZao Headshots

Tara DeZao

Director of Product Marketing, Pegasystems

Tara DeZao, Director of Product Marketing, AdTech and MarTech at Pegasystems has cultivated a successful career in the marketing departments of both startups and Fortune 500 enterprise technology companies like Oracle and EMC. As a subject matter expert in the field of advertising and marketing, she’s an experienced thought leader across written, audio and live mediums. She holds a BA from the University of California at Berkeley and an MBA from the University of Massachusetts at Amherst. Outside of marketing life, she enjoys exploring the Pacific Northwest with her wife and son and a good, strong cup of coffee.

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Joanna O'Connell Headshot

Joanna O'Connell

Vice President and Principal Analyst, Forrester

Joanna serves B2C marketing professionals and is an industry expert on programmatic advertising. As Vice President, Principal Analyst leading adtech coverage, Joanna explores the fast-evolving digital advertising ecosystem with a focus on helping marketers make the right organizational and technology decisions to power customer-obsessed marketing. Specifically, she covers several core components of a modern buy-side tech stack including demand-side platforms (DSPs), ad servers, dynamic creative optimization (DCO), and the like, as well as looking at the intersection of service and technology in programmatic media management.

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