Wonderful to talk to Heather Hughes, VP Connected Data (Global) at CINT, talking through the solutions, challenges and likely future progression of ad-effectiveness research. This episode is brought to you by Syno International  https://www.synoint.com/     For discounts on initial projects contact Jokke Nurminen at jnu@synoint.com In this episode we cover:Heather's pathwayWorking & setting up businesses in ChinaPulling data strands together for holistic perspectiveBuilding lookalike audiences & feeding DMPsGetting consumer consent & encouraging transparency in usageDealing with cookie deprecationEncouraging women into ad-tech & research-techTips for those coming into the industryHeather's books/ media recommendations: THE ART OF INTELLIGENCE: LESSONS FROM A LIFE IN THE CIA'S CLANDESTINE SERVICE.  Henry Crumpton.THE GREAT BRITISH BAKE OFF.  All episodes available at https://www.insightplatforms.com/podcasts/Follow FutureView on Twitter at https://twitter.com/FutureView7