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With regulators moving faster than ever and the ICO’s latest findings intensifying scrutiny on data practices, brands and agencies face increasing pressure to operate with full transparency and control across their supply chains.
Maria Cadbury, Chief Revenue Officer at Wultz, joined Fern Potter, host of Multilocal’s Curation Conversations podcast, to share why she is on a mission to reframe compliance, not as a punitive box-ticking exercise, but as a collaborative, forward-thinking effort that lifts the entire ecosystem. Education, partnership, and celebrating those who lead by example, she argues, are essential to real progress.
Maria also explains that cleaning up the data supply chain isn’t just about reducing risk. It directly improves performance. By removing bad actors and safeguarding media quality, compliance becomes a driver of stronger outcomes and long-term value. And highlights how Wultz helps partners stay ahead, protect their investments, and build a healthier digital ecosystem for the future.
The Compliance Crisis – Why Data Curation Matters
Fern: Maria, tell me about Wultz and your role there.
Maria: I’m the Chief Revenue Officer at Wultz, a Danish company focused on data compliance curation. We help agencies, brands, and platforms ensure that their media runs in a compliant way across the supply chain.
Fern: Why is this so critical right now?
Maria: Regulators are tightening their grip. The ICO recently found that over half of the UK’s top 100 sites are non-compliant and warned they’ll be auditing the top 1,000 next. Once the warnings are issued, fines usually follow.
Fern: Who are you working with?
Maria: We work with brands, agencies, SSPs, and DSPs to help them see what’s really happening in their supply chain. Often, they think they’re compliant, but they can’t see the full picture—things like fingerprinting or premature data collection can easily go unnoticed and lead to fines.
Fern: So Wultz helps them stay protected?
Maria: Exactly. We act like an insurance policy against compliance fines. No one can promise 100% compliance, but taking steps to improve puts you in a defensible position.
Turning Compliance into a Competitive Advantage
Fern: You mentioned that compliance can actually improve performance. How so?
Maria: When we remove non-compliant or “bad actor” sites, performance improves because what remains is better-quality, more premium inventory. It’s not what we set out to do, but it’s a welcome outcome.
Fern: That’s fascinating. Are you also working on tools for publishers?
Maria: Yes, we’re launching a publisher premium tool that helps publishers identify and fix compliance issues quickly. Often, non-compliance isn’t intentional; it’s caused by frequent tech updates and complex stacks.
Fern: So, it’s not just a defensive move; it’s a way to do better business.
Maria: Exactly. Compliance gives brands and agencies confidence that they’re investing in premium, privacy-safe environments that also deliver stronger performance.
Education, Partnership, and Positive Change
Fern: You’ve been advocating for compliance across the industry. What’s that experience been like?
Maria: It’s about education, not sales. I spend a lot of time helping people understand what true compliance means and how it can protect and grow their business.
Fern: Cannes is the perfect setting for those conversations.
Maria: Absolutely. Here, we meet decision-makers who understand that this is a must-have partnership, not a nice-to-have. The conversations are inspiring because everyone wants to do better.
