Proliferating privacy laws, changes in data gathering worry marketers
Marketing faces headwinds from fragmented privacy legislation and the inconsistent phase-out of third-party cookies, according to an IAB report about privacy and addressability for the digital ad industry.
Complying with the different privacy requirements of different state laws is making data collection and use increasingly unwieldy. Privacy legislation is likely to increase the advantages of big publishers over small ones. Very few respondents at publishers said they had the budget to pursue data enrichment and collection tools needed to compete with larger firms.
At the same time consumers are still largely confused about why they should disclose their data, even as they expect relevant ads which depend on the use of that data.
Source: Proliferating privacy laws, changes in data gathering worry marketers: IAB report
