Connecting and analysing company and user data is crucial for growth. Currently this is not only constrained by the legislation, but also the major players develop their products more and more towards „privacy by design“. Almost all web-browser vendors have implemented measures against user tracking, as for example Mozilla’s „Enhanced Tracking Protection“ and large platform operators are increasingly taking action against data usage. Facebook, for example, significantly reduced the functionality of the API and user identification on iOS will become more difficult with the next version. In this light, Marco Szeidenleder shows technical approaches how data-driven growth will remain possible in the future. His presentation combines hands-on knowledge from his practical experience, immediate improvements on data quality and current trends and developments as a basis for a longer-term, strategic orientation – including the next hot topic in marketing data, „server-side tracking“.