29 MEDIA INSIGHTS
SPEND & TRENDS REPORT
To what degree do you expect Privacy regulations and policies to impact the use and extent of data-driven advertising?
And how do you expect to adapt your advertising planning, targeting and measurement efforts?
There was a fair amount of debate on the direction of spend going from primary towards syndicated data. The fact that the community knows that privacy regulations and policies substantially impact the use and extent of data-driven advertising is not surprising. The fact that over 90% of respondents are focused on adapting is also not surprising. There is absolute consensus on the changes that need to be made. There is absolute consensus that the changes that need to be made cannot be made at present given the current infrastructure of the industry.
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