2021 is turning to be a crazy year for marketers concerning data privacy. Two significant developments are of concern to online marketers:
- Apple's latest operating system will come with several fundamental privacy changes, which is terrible news for marketers using the Identifier for Advertisers (IDFA) for cross-channel tracking.
- California has now put its Privacy Rights Act (CPRA) into full effect, and it joins the previously enacted European Union General Data Protection Regulation (GDPR). After this move, US federal privacy legislation cannot be too far behind.
What is clear is that these moves will give consumers extra control over the data they choose to share with apps and websites. It also means that there will be critical changes in tracking, targeting, and much more for online marketers.
This combination of legal regulations and upcoming platform restrictions will see a fundamental change in how marketers can identify consumers and market products and services to their prospects.