US Privacy Trends 2024

Where Consumers and Regulators Stand as the US Presidency Changes Hands

Report by Evelyn Mitchell-Wolf  | Dec 12, 2024
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Executive Summary
Consumers prefer free or low-cost content, but aren’t thrilled with the privacy status quo
The regulatory tide is shifting to help consumers protect their data
The ad industry still has a long way to go to appease regulators and consumers
How should advertisers approach privacy in 2025?
EMARKETER Interviews
Sources
Media Gallery
About This Report
The free, ad-supported internet runs on consumer data. But privacy legislation is making it harder for advertisers to take advantage of it.
Topics
Consumer Privacy & Security
Digital Advertising
United States
Table of Contents
Executive Summary
Consumers prefer free or low-cost content, but aren’t thrilled with the privacy status quo
The regulatory tide is shifting to help consumers protect their data
The ad industry still has a long way to go to appease regulators and consumers
How should advertisers approach privacy in 2025?
EMARKETER Interviews
Sources
Media Gallery

On average, US consumers will spend over 8 hours a day with digital media, dropping data breadcrumbs all the while. As more states pass comprehensive privacy legislation, it will keep getting harder for advertisers to take advantage of consumer data.

Key Question: How do consumers feel about online privacy, and how is data protection legislation, regulation, and enforcement influencing digital advertising strategies?

When Consumers Accept Cookies, Only About 1 in 10 Always Understand the Privacy Implications (% of US consumers, May 2024)
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Key Stat: Only 9.9% of US consumers feel they always understand what they’re consenting to when they accept cookies, according to our survey data.

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    Table of Contents

    1. Executive Summary
    2. Consumers prefer free or low-cost content, but aren’t thrilled with the privacy status quo
    3. The regulatory tide is shifting to help consumers protect their data
    1. The ad industry still has a long way to go to appease regulators and consumers
    2. How should advertisers approach privacy in 2025?
    3. EMARKETER Interviews
    1. Sources
    2. Media Gallery

    Charts in This Report

    When Consumers Accept Cookies, Only About 1 in 10 Always Understand the Privacy Implications (% of US consumers, May 2024)Consumers Broadly Prefer to See Ads in Exchange for Free or Cheaper Access to Content (% of US consumers, Nov 2023)
    Not All Consumers Accept Cookies When Given the Choice (% of US consumers, by generation, May 2024)More Than Three-Quarters of US Consumers Have Used At Least One Privacy Tool (% of US consumers, May 2024)
    Respecting Consumers’ Privacy Makes Them More Comfortable Sharing Data (% of US consumers, May 2024)8 State Privacy Laws Will Go Into Effect in 2025 (status of privacy legislation, Nov 2024)
    Data Privacy Laws Have Had Minimal to No Impact on US Advertisers' Digital Strategies So Far (% of US advertising professionals, July 2024)First-Party Data Is the Top Strategy for Reaching Audiences in Regions With Data Privacy Laws (% of US advertising professionals, July 2024)

    Interviewed for This Report

    Richy Glassberg
    SafeGuard Privacy
    Co-Founder and CEO
    Interviewed November 18, 2024
    Michael Hahn
    Interactive Advertising Bureau (IAB) and IAB Tech Lab
    Executive Vice President and General Counsel
    Interviewed November 18, 2024
    Rowena Lam
    IAB Tech Lab
    Senior Director of Product, Privacy and Data
    Interviewed November 19, 2024
    Keir Lamont
    Future of Privacy Forum
    Senior Director for US Legislation
    Interviewed November 20, 2024
    Doug Miller
    Future of Privacy Forum
    Senior Fellow
    Interviewed November 20, 2024
    Daniel B. Rosenzweig
    DBR Data Privacy Solutions
    Founder and Principal Attorney
    Interviewed November 19, 2024
    Julie Rubash
    Sourcepoint
    General Counsel and Chief Privacy Officer
    Interviewed November 15, 2024
    Shailley Singh
    IAB Tech Lab
    Chief Operating Officer and Executive Vice President, Product
    Interviewed November 19, 2024

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    authors

    Evelyn Mitchell-Wolf

    Contributors

    Rahul Chadha
    Director, Report Editing
    Donte Gibson
    Senior Charts Editor
    Na Li
    Director, Primary Research
    Jennifer Pearson
    VP, Research
    Sakina Thanawala
    Copy Editor
    Emman Velasco
    Chart Editor
    Max Willens
    Yoram Wurmser
    Principal Analyst