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1、2024 State of Privacy in AdvertisingState ofPrivacy in Advertising20242024 State of Privacy in AdvertisingTable of ContentsExecutive Summary 3Introduction 4Part I:Reported Impacts of Data Privacy Laws 5Data privacy laws anticipated impact 6Data privacy laws current impact 7Deep-Dive:Impacts on campa

2、ign measurement 9Deep-Dive:Impacts on reaching audiences 10Part II:Evolving Strategies&Technology 11Privacy laws influence on the use of cookies 12Challenges adapting to existing data privacy laws 13Tactics to ensure compliance 14AIs role in the data privacy evolution 15AppendixAbout Proximic by Com

3、score 16Methodology 1722024 State of Privacy in AdvertisingExecutive SummaryThis report marks the inaugural year of Proximic by Comscores State of Privacy in Advertising research,the newest addition to Comscores“State of”report series.The State of Privacy in Advertising delves into the current and a

4、nticipated impacts of rapidly evolving data privacy laws and regulations in the digital advertising landscape.Proximic by Comscore conducted extensive survey research across leading advertisers,publishers,and technology companies to gauge their current strategies and evolving approaches within an in

5、creasingly privacy-focused advertising environment.Most survey respondents reported that data privacy legislation has already influenced their overall digital advertising strategies,prompting adjustments in areas like data partnerships,targeting,measurement,and creative approaches.As new privacy law

6、s loom,the survey explored how industry leaders are adapting their tactics to maintain compliance,the role they foresee AI playing in the privacy landscape,and other key insights.Here are some of the themes that emerged:The impact of data privacy legislation has arrived.88%of respondents indicated t