Marketers across the world are facing an emerging patchwork of privacy regulation along state, country and continental borders. It's messy, confusing and new laws are set to land right in the backyard of Big Tech.

Personalisation is in vogue at the expense of mass marketing. It was perhaps a timely and arguably purposeful message to the 3000-strong crowd at last week's Association of National Advertisers Masters of Marketing Conference in the US, as intensity mounts on the controversial privacy regulation the California Consumer Privacy Act (CCPA), which is set to take effect on January 1, 2020.