Developing
An event promotion with no surveys, studies or statistics; claims that consent management improves performance are asserted.
In 60 seconds
- The panel, "Beyond the opt-in: Engineering consent for better marketing", is part of the free, online MarTech Conference on November 4, 2026.
- Moderator Jeanne Jennings; panelists Joss Merckaert (fifty-five), Zack Meszaros (OneTrust) and Sal Tripi.
- The article says regulatory change is accelerating, third-party tracking is declining and AI raises new data-use questions.
- An opt-in click shows legal agreement but not content interests, contact frequency or preferred channels, so preference management is presented as a way to build first-party data.
Impact Layer
- What changed
- Marketers are being invited to a session on moving from simple opt-ins to preference-driven consent.
- Why it matters
- Preferences give marketing automation richer inputs than a checkbox, and support compliance.
- Who is affected
- Email, lifecycle and privacy-focused marketers.
- Martech stack area
- Marketing Automation, Data
- Stack impact
- Review whether your preference centre captures channel, frequency and topic choices, and whether your automation honours them.
- Business impact
- Low An event promotion by MarTech's Mike Pastore. The panelists are presented as experts without supporting evidence, and the claim that consent management improves personalisation and performance is not demonstrated.
- Related technologies
- What to watch
- The panel's discussion on November 4.
MarTech’s Mike Pastore published a preview on October 14, 2026, updated October 16, of a panel at the free, online MarTech Conference on November 4, 2026.
The event
- Title: “Beyond the opt-in: Engineering consent for better marketing”.
- Moderator: Jeanne Jennings (Email Optimization Shop). Panelists: Joss Merckaert (fifty-five), Zack Meszaros (OneTrust) and Sal Tripi (Sal Tripi Consulting). A live Q&A follows.
The article’s claims
- Regulatory change is accelerating, third-party tracking is declining and AI raises new data-use questions.
- “An opt-in click tells you a customer agreed to legal terms”, but not their content interests, contact frequency or preferred channels.
- Preference management and transparency are presented as ways to build first-party data and trust.
Caveats
The article cites no surveys, studies or statistics; the only figures are dates. It promotes event registration, and claims that consent management improves personalisation and performance are asserted, not demonstrated.
Our read
The idea that a preference centre gives more useful data than an opt-in is sensible. Check what yours actually collects.
Sources
- MarTech: Beyond the opt-in, Engineering consent for better marketing (opens in a new tab)
Source for the event, panelists and the article's claims.