Executive Summary
Data-driven marketing remains key for customer experience initiatives, but those efforts are being shaped—and limited—by consumer privacy concerns.
How big a deal is digital privacy to consumers?
Most say it’s a big deal, thanks to heightened media coverage of data breaches and misuse as well as the continued rollout of privacy regulations worldwide (including the US). But it’s still a handful of individuals who are willing to do something about it.
How has the EU’s General Data Protection Regulation (GDPR) affected digital marketing?
It forced companies to place greater emphasis on data hygiene and security. Today, most companies have slightly smaller customer databases. And marketers are choosier about who to partner with to reach those customers with digital advertising.
Are these effects specific to GDPR?
Not necessarily. Upcoming regulation such as the California Consumer Privacy Act (CCPA) may force similar change.
Are marketers prepared for the CCPA, and will its arrival be preempted by federal regulation?
The bulk of companies for which CCPA applies believe they will be ready by 2020 when it takes effect. However, CCPA compliance does not come without strains to finances and resources, and most fear having to repeat this state-level process 49 times. While most within the industry would welcome federal regulation, many do not anticipate it will come prior to January 1, 2020.
Will browser privacy settings and other privacy changes further affect the digital marketing ecosystem?
Yes. Marketers must count on further crackdown on third-party cookies and tracking, which will continue to make identification, targeting and measurement more difficult (and therefore drive some even further into walled gardens). It’s still too early to assess the full impact of such changes on the digital marketing landscape.
WHAT’S IN THIS REPORT? This report reviews consumer attitudes toward digital privacy. It discusses how the GDPR has affected digital marketing and explores the added effects of future regulation and consumer privacy changes.