Security News > 2021 > July > Most marketers support federal consumer privacy protections

Kubient conducted a survey of marketing and advertising professionals to provide a snapshot of industry perspectives on increasing privacy regulations, including the postponement and eventual elimination of cookies and how it affects the larger marketing and advertising ecosystem.

Two-thirds of marketers surveyed support federal consumer regulations such as the California Consumer Protection Act and the Colorado Consumer Protection Act.

More than 60% think consumers see the benefit to the proposed privacy regulations, including CCPA and the New York privacy act.

Taking a look at industry organizations, such as the Association of National Advertisers, over 60% of respondents think they are effectively supporting marketers as they have to navigate new privacy legislation.

"As privacy legislation and congressional hearings continue to rise, marketers are increasingly concerned about targeting and reaching the right audience and remaining compliant," adds Roberts.

"With the bulk of respondents supporting federal legislation of consumer privacy protections, marketers are aware that although data is abundant, it's often taken for granted and shouldn't be leveraged at the cost of consumer trust."

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