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Advertisers, consumers and the changing Privacy Landscape

Advertisers, consumers and the changing Privacy Landscape

In the US, the top challenges regarding the use of data today are identifying audiences across screens and ensuring that data is compliant with consumer data privacy initiatives.

Data security, accuracy, and compliance are key challenges across the global markets surveyed. Nearly two thirds of US advertisers think that consumers are at least moderately familiar with current and upcoming data privacy regulations. Our July survey of 1,000 US consumers proved that data privacy is top‐of‐mind. Only 4% said they don’t think about data privacy at all.

Advertisers across the Atlantic are not quite as convinced. With GDPR (General Data Protection Regulation) introduced in Europe over two years ago, advertisers in the UK, France, and Germany may consider regulations less top‐of‐mindto consumers today. According to research conducted by Integral Ad Science, one third of UK consumers say they are unaware of data privacy rules that regulate the collection and use of their personal data.

Meanwhile, for the advertisers part, 88% France advertisers and 97% US  are confident in their knowledge of using data to create a more relevant advertising experience. For advertisers today, the priority is to enter into effective data partnerships and then invest in talent.