Denial often precedes compliance when it comes to privacy legislation. When the General Data Protection Regulation (GDPR) went into effect four years ago, many companies in the U.S. opted to shut down or limit operations in the European Union instead of adjusting their data privacy practices.

Not long after GDPR went into effect, the California Consumer Privacy Act (CCPA) was enacted in California. Denial was no longer an option. CCPA is only the beginning of data privacy laws impacting American businesses. New privacy legislation — in California (CPRA), Colorado (CPA) and Virginia (VCDPA) —is set to go into effect in 2023. Additionally, more data privacy laws are proposed, with each bill having its own varying nuances.

Knowing the impact that personalization has on the effectiveness of advertising, advertisers must figure out how to balance privacy compliance without compromising performance.

Read more in Path to Purchase IQ >