In the EU, the stringent GDPR is the law of the land. In the U.S., California has led the data privacy charge with CCPA and its CPRA amendment. Other states, including Colorado, Virginia and Utah, are following along. One thing is certain: the evolution of privacy regulation is only just beginning.
Data privacy regulations present many difficulties for marketers everywhere. In short, many laws limit companies' use of consumer data for ad targeting and measurement.
When regulatory change is announced, businesses are left to interpret the new legal requirements and adapt their business models as they see fit.
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