More than 30 industry groups are urging Congress to enact federal data privacy legislation that would create a national standard to replace the current mix of state laws.
This year, expect ad tech consolidation to center on the biggest growth opportunities in advertising: retail media, connected TV and addressing the gaps in measurement.
For years, consumers willingly shared personal information—birthdates, emails, phone numbers—with retailers in exchange for nominal discounts. Retailers called it loyalty; consumers saw it as a fair trade. But this transactional status quo is a relic of the past.
