2024年广告隐私报告 State of Privacy in Advertising

2024

Stateof

PrivacyinAdvertising

TableofContents

ExecutiveSummary3

Introduction4

PartI:ReportedImpactsofDataPrivacyLaws5

Dataprivacylaws’anticipatedimpact6

Dataprivacylaws’currentimpact7

Deep-Dive:Impactsoncampaignmeasurement9

Deep-Dive:Impactsonreachingaudiences10

PartII:EvolvingStrategies&Technology11

Privacylaws’influenceontheuseofcookies12

Challengesadaptingtoexistingdataprivacylaws13

Tacticstoensurecompliance14

AI’sroleinthedataprivacyevolution15

Appendix

AboutProximicbyComscore16

Methodology17

22024StateofPrivacyinAdvertising

ExecutiveSummary

ThisreportmarkstheinauguralyearofProximicbyComscore’sStateofPrivacyinAdvertisingresearch,thenewestadditiontoComscore’s“Stateof”reportseries.TheStateofPrivacyinAdvertisingdelvesintothe

currentandanticipatedimpactsofrapidlyevolvingdataprivacylawsandregulationsinthedigitaladvertisinglandscape.

ProximicbyComscoreconductedextensivesurveyresearchacrossleadingadvertisers,publishers,andtechnology

companiestogaugetheircurrentstrategiesandevolvingapproacheswithinanincreasinglyprivacy-focusedadvertisingenvironment.

Mostsurveyrespondentsreportedthatdataprivacylegislationhasalreadyinfluencedtheiroveralldigitaladvertising

strategies,promptingadjustmentsinareaslikedatapartnerships,targeting,measurement,andcreative

approaches.Asnewprivacylawsloom,thesurveyexploredhowindustryleadersareadaptingtheirtacticstomaintaincompliance,theroletheyforeseeAIplayingintheprivacylandscape,andotherkeyinsights.

Herearesomeofthethemesthatemerged:

Theimpactofdataprivacylegislationhasarrived.

88%ofrespondentsindicatedthattheyanticipateamoderatetosignificantimpactontheirabilitytodeliver

personalizedadvertisinginregionswithdataprivacylegislationinplace,withmanyalreadysignificantlyadjustingpartsoftheiradvertisingstrategy.

Audiencetargetingisexpectedtofacethegreatestimpactfromdataprivacylaws.

Mostrespondentsexpectaudiencetargetingtobearthebruntofprivacylegislation,withoverhalfalreadymodifying

theirstrategiestocomplywithnewlaws.Measurementandvalidationcapabilitiesfollowclosely,with52%ofrespondentsalreadyfacingimpactsinregionswheretheseregulationsareinplace.

Accesstodata,varyingdataprivacylawsacrossstatesandregions,andrisingcostsareamongthebiggestchallengesfacingtheindustrytoday.

Navigatingthecomplexitiesoffragmenteddataprivacylawsacrossdifferentregionsisprovingtobeasignificanthurdleforadvertisers,compoundedbyrestricteddataaccessandescalatingcostsassociatedwitheffortsto

maintaincompliance.Surveyresultsindicatethatthesechallengesarereshapingstrategiesandcreatingnewnormswithintheindustry.

Thetopstrategiesforthrivinginaprivacy-centricadlandscapeincludeleveragingAIandstrategicdatapartnerships.

Advertisersareincreasinglyturningtoartificialintelligenceandcarefullychosendatapartnershipstonavigatetheevolvingdemandsofanindustrythatprioritizesprivacy,withrespondentsreportingthattheseapproachesare

helpingthemmaintaineffectivenesswhileadheringtonewdataprivacystandards.

Thedatacapturedinthisreportprovidescrucialinsightsintothecurrentchallengesandstrategiesshapingtheadvertisingindustry'sresponsetodataprivacylaws.

32024StateofPrivacyinAdvertising

Introduction

Thedigitaladvertisinglandscapeisundergoingasignificanttransformation,drivenbythe

growingimportanceofdataprivacylegislation.Asconsumerawarenessofdataprivacyrights

increasesandgovernmentsrespondwithnewregulations,theadvertisingindustryisevolvingtomeetthesechanges.

DataprivacylawsliketheGDPRinEuropeandCCPAintheUnitedStatesaresettingnewstandardsthat

empowerconsumersbygivingthemgreatercontrolovertheirpersonalinformation.Andwhilethe

increasingscopeofprivacylegislationnecessitatesstrategyshiftsformanyadvertisers,theindustryatlargerecognizesthemasopportunitiestobuildstronger,moretransparentrelationshipswithconsumers.

Theeffectsoftheseregulationsarereshapingtheadvertisingecosystem.Advertisersandpublishersareadjustingtonewparadigms,seekingoutinnovativestrategiesthatrespectconsumerprivacywhile

maintainingcampaigneffectiveness.Thisshiftisleadingtotheadoptionofforward-thinkingtactics,includingtheuseoffirst-partydata,contextualtargeting,andadvancedtechnologieslikeartificial

intelligence.

Lookingahead,theongoingevolutionofdataprivacyinadvertisingopensupimportantdiscussionsaboutthefuture.Theindustryispoisedtostrikeabalancebetweenpersonalizationandprivacy,driving

engagementinawaythatrespectstheincreasinglyguardednatureofconsumerdata.These

developmentsarenotjustachallenge;theyarepavingthewayforamoresustainableandtrust-baseddigitaladvertisingenvironment.

InthisinauguralProximicbyComscoreStateofPrivacyinAdvertisingreport,weexplorethesecrucialtopics,offeringadetailedlookathowadvertisersandpublishersarenavigatingnewregulations.Weexaminethestrategiesbeingimplementedtoadaptandthriveinthisevolvinglandscape,providing

insightsintothefutureofdigitaladvertisingwhereprivacyisakeypillar.

42024StateofPrivacyinAdvertising

PartI

Reported

Impactsof

DataPrivacyLaws

Dataprivacylaws’anticipatedimpact

Dataprivacylaws’currentimpact

Deep-Dive:Impactsoncampaignmeasurement

Deep-Dive:Impactsonreachingaudiences

5StateofPrivacyinAdvertising

ReportedlmpactsofDataprivacyLaws

Dataprivacylaws’anticipatedimpact

Themajorityofrespondentsforeseedataprivacylawshavingamoderatetosignificantimpactontheirabilitytoexecutepersonalizeddigitaladvertisingcampaigns,withasmallsub-setofrespondents

expectingtheywillexperiencenoimpact.

Anticipatedimpactofprivacylawsonabilitytodeliverpersonalizedadvertising

ModerateImpact

18%33%37%3%9%

Substantialimpactonabilitytodeliverpersonalizedadvertisingexpected

88%ofrespondentsanticipateamoderatetosignificantimpactontheirabilitytodeliverpersonalizedadvertisinginstatesorregionswithdataprivacylawsinplace.

18%,ornearlyone-fifthofrespondentsanticipateasignificantimpactontheirabilitytodeliverpersonalizedadvertising.

9%,ornearlyone-in-tenrespondents,donotanticipateanyimpacttotheirbusiness.

Significantimpact

NotableImpact

SlightImpact

No

Impact

Componentofdigitaladvertisingwiththelargestanticipatedimpactfromprivacylaws

AudienceTargeting

Measurement&Validation

CreativePersonalization

Planning&Forecasting

61%23%

9%6%

Audiencetargetinglikelytoexperiencethemostsignificantimpactfromdataprivacylaws

61%ofrespondentsbelieveaudience

targetingwillexperiencethelargestimpactfromdataprivacyregulations.

Smallerexpectedimpactsacrossadcreativeandplanningcapabilities

9%ofrespondentsbelievecreative

personalizationwillexperiencethelargestimpactfromprivacyregulations,while6%believecampaignplanningandforecastingwilltakethebruntoftheimpact.

62024StateofPrivacyinAdvertising

ReportedlmpactsofDataprivacyLaws

Dataprivacylaws’currentimpact

Whenaskedifdataprivacylawsarecurrentlyimpactingadvertisingefforts,mostrespondentsindicatedthatthey’vealreadyadjustedtheiroveralldigitaladstrategy,withtargetingrequiringthelargeststrategyadjustmentsto-date.

Madesome

adjustments,but

minimalimpactoverall

Digitaladvertisingstrategyoverall

56%

Targetingstrategy

60%

Numberofdatapartnersused

47%

Measurementstrategy

52%

14%38%40%8%

15%32%44%10%

15%41%35%9%

19%41%31%9%

Significantly

changedour

approach

Nonoticeableimpactyet

Notsure

Withagrowingnumberofdataprivacylawsandregulationsineffect,manyinthe

advertisingindustryarealreadyfeelingtheimpact

60%ofrespondentshavealreadyadjustedtheirtargetingstrategytoaccommodatefordataprivacylaws.

47%ofrespondentshaveadjustedthenumberofdatapartnerstheyworkwith.

56%ofrespondentssaiddataprivacylaws

haveimpactedtheiroveralldigitaladvertisingstrategy.

28%ofrespondentshavealreadysignificantly

adjustedsomepartoftheirdigitaladvertisingstrategy

28%

72024StateofPrivacyinAdvertising

ReportedlmpactsofDataprivacyLaws

Dataprivacylaws’currentimpact(continued)

Surveyresultsindicatedthatagencieshavethelowestshareofuncertaintysurroundingtheimpactdataprivacylawsontheirbusinessandhavebeenmakingmoreadjustmentstotheiradvertisingstrategies

comparedtoothersintheindustry.

Shareofrespondentsadjustingtargetingstrategytoaccommodatefordataprivacylaws

64%

54%

5%

Non-AgencyRespondents

Shareofrespondents“unsure”ofdataprivacylawimpactonoveralldigitaladvertisingstrategy

Non-AgencyRespondents

Agency

Respondents

Agency

Respondents

15%

Agenciesamongthemostproactivein

adjustingstrategiesinlightofregulations

Comparedtootherrespondents(brands,publishers),agenciesareadjustingtargetingstrategiesatahigherrate(64%)thannon-agencyrespondents(54%)toaccommodatefordataprivacylaws.

Mostagencieshaveagrasponhowdataprivacylawsareimpactingtheirbusinesswithonly5%ofagencyrespondentsnotsureoftheimpact.Asignificantlyhigher15%shareofnon-agency

respondents(brands,publisher)arenotyetsureoftheimpact.

82024StateofPrivacyinAdvertising

ReportedlmpactsofDataprivacyLaws

Deep-Dive:Impactsoncampaignmeasurement

Insomecases,dataprivacylawsareimpactinghowtheindustryevaluatescampaignsuccess.

Methodtoassesscampaigneffectivenessinlightofdataprivacylaws

55%

52%

46%

44%

38%

21%

10%

BrandliftanalysisReachand

frequencyreporting

basedmetrics

Saleslift,

conversionrateor

otheroutcome-

A/Btestingwith

differenttargeting

parameters

Adengagementmetrics

Incrementalitytesting

Noneoftheabove

EngagementandoutcomesmetricsamongprimaryKPIsforprivacy-centriccampaignmeasurement

Adengagementmetricssuchasclicksandclick-throughratesaretheleadingmethodtoassess

campaigneffectivenessintoday’sdataprivacyerawith55%ofrespondentsutilizingadengagementKPIs.

Overhalf(52%)ofrespondentsplantouseoutcome-basedmetricssuchassalesliftorconversionrate.

Justunderhalfofallrespondentsplantoutilizebrandliftanalyses(46%)orreachandfrequencyreporting(44%).

21%ofrespondentsplantorelyonincrementalitytesting,amethodofevaluatingcampaignsuccessthatdoesnotrequirethird-partycookiesortracking.

"selectallthatapplysurveyquestion

92024StateofPrivacyinAdvertising

ReportedlmpactsofDataprivacyLaws

Deep-Dive:Impactsonreachingaudiences

Audiencestrategiesforthenewdataprivacy-era

Astheadvertisingindustryshiftsawayfromlegacytargetingidentifierslikecookiesmarketersare

increasinglyturningtowardsanaudiencestrategythatemploysavarietyofalternativedatatypesandtactics.

Primarystrategyforreachingaudiencesinregionswithdataprivacylawsinplace

35%

29%

16%

11%

6%

First-partydataContextualdataAlternativeidentifiersChromePrivacySandbox

targeting

Weplantonotrun

targetedadsin

states/regionswith

restrictiveprivacylaws

2%

Notsure

First-partyandcontextualdatatheclearleadersinprivacy-enhancingaudiencetargeting

First-partyandcontextualdataareking,cumulativelymakinguptheprimarystrategyforreachingaudiencesinregionswithdataprivacylawsfor64%ofrespondents.

Reachingaudiencesintheeraofprivacyislikelytorequireamixoftactics

Beyondfirst-partyandcontextualdata,respondentsareexploringotherprivacy-focusedtacticstoreachaudiencessuchasalternativeidentifiersandChrome’sprivacysandbox,albeitatlower

rates(11%and2%respectively).

Manystillunsureoftheirprimarypathforwardtoreachaudiencesinregionswithdataprivacylawsinplace

Anoteworthy16%remainunsureofwhattheirprimarystrategywillbetomaintaineffectivelyreachingaudiencesinregionswithstringentdataprivacylawsinplace.

Somearemovingawayfromtargetedadvertisingentirely

6%ofrespondentsplantonotruntargetedadsatallinregionswithrestrictiveprivacylaws.

102024StateofPrivacyinAdvertising

PartII

Evolving

Strategies&

Technology

Privacylaws’influenceontheuseofcookies

Challengesadaptingtoexistingdataprivacylaws

Tacticstoensurecompliance

AI’sroleinthedataprivacyevolution

11StateofPrivacyinAdvertising

Evohvingstrategies&Technology

Privacylaws’influenceontheuseofcookies

Accesstothird-partycookiedatamayfaceincreasedrestrictionsinregionswithprivacylaws,potentiallyinfluencingtheindustry’sshiftawayfromrelyingonthemindigitaladvertisingcampaigns.

Howhaverecentprivacylawsimpactedyour

approachtocookie-basedadvertising?

43% 17%

14%

27%

Acceleratingplanstoreducerelianceoncookies

Ouruseofcookiesandplansremainunchanged

Implementedafullycookie-freeapproach

Notsure

Privacylawsaccelerateshiftawayfromcookiereliance

Thelargestshareofrespondents(43%)indicatedthatrecentprivacylawshaveacceleratedtheirplanstoreducerelianceoncookies.

Another14%havealreadyimplementedafullycookie-freeapproach,while17%ofrespondentshavenotchangedtheircookie-relianceplansinlightofprivacylaws.

Theuncertainfutureofthecookie

Withthefutureofthethird-partycookieupintheair,27%ofrespondentsindicatedtheyareunsurehowrecentprivacylawswillimpacttheirapproachtocookie-basedadvertising.

122024StateofPrivacyinAdvertising

Evohvingstrategies&Technoogy

Challengesadaptingtoexistingdataprivacylaws

Asmoreglobalandstatedataprivacylawsarerolledout,manyadvertisershaveexperiencedavarietyof

challengesastheyadaptandevolvetheiradstrategies,includingdifficultykeepingupwiththeimplicationsofeachnewlaw,limitedaccesstodataordatascaleandincreasedcosts.

Challengesexperiencedwhileadaptingadstrategiestocomplywithdataprivacylaws

39%

Challengesrelated

toapplying

differingad

strategiesper

state/region

Difficultykeeping

upwithdetailsand

implicationsof

eachnewlaw

Limitedaudience

dataavailablein

impacted

states/regions

Havenot

experiencedany

adstrategy

challenges

Increasedcosts

associatedwith

complianceefforts

Limitedaudience

scaleinimpacted

states/regions

29%

38%

34%

31%

34%

Astheadvertisingindustryviestokeepupwiththeevolvingdata

privacylandscape,afewprimarytypesofchallengeshaveemerged:

Audiencedatalimitations

Nearly40%ofrespondentsreportedexperiencingchallengesrelatedtolimitedaudiencedata

availabilityinimpactedregions,whereasasmallerbutstillsignificantportion(34%)haveexperiencedscalelimitationswiththeaudiencedatatheydohaveaccessto.

Challengesmanagingvarieddataprivacylaws

Duetothefragmentednatureoftoday’sdataprivacyregulations,38%ofrespondentshavehaddifficultykeepingupwiththedetailsandimplicationsofeachnewlawand34%haveexperiencedchallengestryingtoapplydifferingadstrategiesacrossregionswithvaryinglawsinplace.

Costsontherise

Justunderone-third(31%)ofrespondentshaveexperiencedincreasedcostsassociatedwithdata

*selectallthatapplysurveyquestion

privacycomplianceefforts.

Noteveryoneisexperiencingdataprivacyrelatedchallenges

30%orjustunder1/3ofrespondentshavestillnotexperienced

anyadvertisingchallengesrelatedtodataprivacylaws.

132024StateofPrivacyinAdvertising

Evohvingstrategies&Technoogy

Tacticstoensurecompliance

Remainingcompliantamidsttheexpandingarrayofdataprivacylawsisapriorityformanyintheadvertisingindustry,necessitatingthedeploymentofdiversemeasurestoachieveadherence.

Measurestakentoensurecompliancewithdataprivacylaws

59%

39%

28%

13%

27%

Reevaluateddatasets

forcompliancewith

newprivacylaws

Onboardednew

partnerswhoprovide

accesstodatasets

adaptedtonew

privacylaws

Investedinnewtech

suchasdataclean

rooms

Hiredadditional

counselforguidance

Havenotimplementedanynewmeasures

Howadvertisersandpublishersareensuringdataprivacycompliance

Re-evaluatingdatausageand

partnershipswithafocusonprivacy

vAroundthree-fifths(59%)ofrespondentshavereevaluateddatasetsforcompliancewithnewprivacylaws.

vApproximatelytwo-fifths(39%)have

onboardednewdatapartnerswhoprovideaccesstodatasetsadaptedtonewprivacylaws.

Investinginprivacytechnology

vNew,privacy-focusedtechnologysuchasdatacleanroomsareseeingsolidadoptionwithoveraquarterofrespondents(28%)

alreadyinvesting.

Seekingsupportfromexpertcounsel

v13%ofrespondentshavehiredadditionalcounselforguidanceoncomplyingwith

dataprivacylaws.Whilenotyetwidelyadopted,forthosewhorequireit,this

measurecanincursignificantexpenses.

Statusquo

vOverone-quarter(27%)ofrespondents

havenotyetimplementedanynew

measurestoensurecompliancewithdataprivacylaws.

*selectallthatapplysurveyquestion

142024StateofPrivacyinAdvertising

Evohvingstrategies&Technoogy

AI’sroleinthedataprivacyevolution

Artificialintelligence(AI)haspermeatedvariousaspectsoftoday’sadtechlandscape,enhancingworkflowefficienciesand,insomecases,improvingcampaignoutcomes.Withthegrowingemphasisonconsumerdataprivacy,marketersareevaluatinghowAIcanplayapivotalroleinthisnewenvironment.

WhatroledoyouseeAIplayinginmaintainingeffectivetargetedadvertisingwhilerespectingdataprivacylawsandregulations?

Improvingaudiencetargeting

Improvingcampaignmeasurementcapabilities

Enhancingadcreativepersonalization

Automatingcomplianceprocesses

Idon’tseeAIplayingaroleintargetedadcampaings

52% 49%

40% 7%

63%

AIexpectedtoplayapositiveroleintheindustry’sabilitytomaintaintargetedadvertisingwhilerespectingdataprivacylaws

RespondentsbelieveAI’sbiggestroleinmaintainingeffectivetargetedadvertisingwhilerespectingdataprivacylawswillbeinimprovingaudiencetargeting(63%ofrespondents),followedbyimproving

campaignmeasurementcapabilities(52%ofrespondents).

Nearlyhalfofrespo