Consumers are anxious about how marketers are using their personal data. At GroupM, Eric Kirtcheff is leading the industry's transition to privacy-first advertising.

The Internet was built on cookies. Or at least cookie-based advertising. So, it’s no surprise that the transition to a post-cookie Internet is one of the most complicated problems the advertising and technology communities have ever had to solve. Add increasingly strict government data regulations and Apple’s new privacy policies to the mix, and it’s like solving a Rubik’s cube the size of the earth that’s constantly changing shape.

Enter Eric Kirtcheff - a born problem solver.

As Global Head of Ad Operations, Measurement, and Data Integrity at GroupM, Eric gets to solve this puzzle with the world’s greatest arsenal of media technology, influence, and talent at his disposal. That means Eric not only has more resources than anyone to protect consumers’ private information, it means his solutions will one day set the standard for advertisers around the world.

“If you want to solve global problems,” he says, “you need global expertise.”

The problem may be global, but for Eric, the challenge is personal.

“When I started my career, online privacy wasn’t something that people outside our industry spent too much time thinking about,” he says. “These days, it’s top of mind for everyone. The work we’re doing today will make people’s Web and advertising experiences better, and ultimately, that’s how you get people to react positively to advertising.”

Of course, consumer privacy is only one part of the puzzle that Eric spends his days trying to solve. Brand safety, data integration, campaign optimization, and compliance all fall under his leadership. “I make sure our campaigns are set up accurately so other teams can do their jobs,” he says. “That’s what I love doing—working with all the different teams to make them more successful.”