MarTech reports digital marketers face industry uncertainty due to “fragmented” privacy laws around the world and the “inconsistent” shift away from third-party cookies, citing the Internet Advertising Bureau’s “State of Data 2022 (Part II)." The report found businesses prefer a comprehensive federal privacy law, as "complying with the different privacy requirements of different state laws is making data collection and use increasingly unwieldy." Additionally, only 20% of first-party data comes from "known" users, "leaving the remaining 80% less reachable and addressable," the IAB found.
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