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Kubient Survey Unveils Nearly 70 Percent of Marketers Support Federal Consumer Privacy Protections
When it comes to obtaining help, 40 percent of survey respondents want to engage an expert to counteract Google's announcement that third-party cookies will be erased or Apple's iOS 14.5 update for tracking opt-ins.
FREMONT, CA: Kubient, the cloud advertising marketplace that allows advertisers and publishers to reach, monetize and connect their audiences efficiently and effectively, 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.
With 1,000 marketing and advertising professionals surveyed, the results revealed:
Two-thirds of marketers surveyed support federal consumer regulations such as the California Consumer Protection Act and the Colorado Consumer Protection Act
Of these respondents, their primary reasoning for supporting:
34 percent believe it would be simpler for marketers to follow these federal guidelines vs each state creating bespoke guidelines
26 percent believe privacy regulations should be in place to protect consumers.
Nearly 20 percent believe we should model the GDPR regulation for new US federal privacy standards.Nearly 70 percent believe that consumer awareness of data collecting (using an adblocker, opting out of cookies, etc.) has had an influence on their recent campaign reach and measurement. When it comes to obtaining help, 40 percent of survey respondents want to engage an expert to counteract Google's announcement that third-party cookies will be erased or Apple's iOS 14.5 update for tracking opt-ins.
"Increasing regulations to protect consumer data can be viewed as a Sophie's choice for marketers," stated Kubient founder and CEO Paul Roberts. "On one hand, the industry relies on data and cookies for targeted and efficient advertising, on the other the CCPA and proposed legislations can unify marketers under one set of compliance– and shines a spotlight on tech conglomerates' anticompetitive grip on their user data."