Marketing privacy
MarTech is your source for marketing privacy content. You’ll find a variety of up-to-date and authoritative resources, including the latest news, tactic-rich tutorials, and the latest data to help you work smarter and make better decisions.
What you read here is written by our experienced in-house team of editors and research professionals, and subject matter experts from leading brands and agencies.
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5 essential priorities for marketers in 2025
Position your brand for success in 2025 with these marketing priorities, from smarter AI adoption to better data transparency.
U.S. state data privacy laws: What you need to know
Seven states have privacy protection laws in effect. Ten more laws will kick in by the end of next year. Updated with information on laws that will take effect in January.
Optimization and personalization
Elevate your data strategy: From cookies to universal consent and preferences
See how cookie preferences and first-party data converge to form unified customer profiles.
Google’s Privacy Sandbox: What you need to know
Get the latest on Google's plan to protect user privacy in the advertising ecosystem. Updated with the latest concerns from the U.K. CMA.
IAB Tech Lab releases protocol for private sharing of conversion data
IAB Tech Lab is inviting your feedback on ADMaP, a new protocol for sharing exposure and conversion data while securing privacy.
Google’s cookie pivot leaves 88% of industry in uncertainty: IAB
Google’s shock cookie shift complicates measurement, addressability and future planning for digital advertisers.
What to do when your vendor has a data breach
Last year, 61% of companies reported a third-party data breach — so it's only a matter of time until you will have to deal with one.
Meta to restrict data in Business Tools, impacting ad targeting
Data restrictions aim to enhance privacy, but may complicate ad targeting and potentially pause ads with highly targeted UTMs.
One way or another, cookies are going away
Adtech platform Quantcast is back in education mode, explaining to customers that Google has not saved cookies. They're going away and something will replace them.
Why the FTC’s stand on hashing is a wake-up call for digital advertisers
The FTC declares hashing isn't a foolproof privacy measure. Here’s what this stance means for the industry’s future.
How to choose a data enrichment solution
Do you have all the data you need? If you don't, here are the issues to look at when picking a data enrichment provider.
IAB Tech Lab expands Multi-State Privacy Agreement
The protocols and solutions developed by IAB Tech Lab to make compliance with privacy regulations easier have been expanded to cover 14 more U.S. states.
IAB releases updated IAB Diligence Platform
The platform, powered by Safeguard Privacy, will keep the adtech industry current on privacy compliance.
SCOTUS ruling makes it easier to challenge federal ad regulations
Ending a policy requiring judges to defer to regulators' interpretations makes more lawsuits a certainty and deciding those cases more difficult.
3 strategies to navigate change as digital privacy evolves
Adapt your marketing strategy to new privacy regulations and AI advancements to to stay ahead of the curve.
TikTok tightens restrictions on teen ad targeting, boosts AI transparency
TikTok now has stricter teen ad targeting rules and has also made it easier for advertisers to comply with AI disclosure requirements.
EU says Meta ad model violates Digital Markets Act
Regulators want equivalent services for people who don't want to pay for an ad-free experience or consent to the company collecting personal data.
GDPR is a help, not a hindrance, to marketing
83% of European CEOs and marketing executives say they can do effective marketing while adhering to GDPR standards.
IAB Tech Lab releases Data Deletion Request Framework
The framework establishes a mechanism for data deletion requests that complies with privacy laws in the US, EU and Canada.
The advertising industry ‘has stalled’ as it faces a cookieless future
Digital advertising platform Quantcast addresses the chaos surrounding third-party cookie deprecation.
The dark side of virtual try-on tools: Safeguarding biometric data
Hackers are finding ways to steal biometric identifiers, like facial recognition and fingerprints. Here’s how to avoid data breaches.
Understanding customer identity without third-party cookies
Angelina Eng from the IAB and Ken Zachmann, CEO, Diverge Digital Media, discuss issues around customer identity without third-party cookies
Optimization and personalization
Navigating personalization vs. privacy: 3 tips for delivering win-win customer experiences
Tactics to build customer trust in your marketing through transparent data practices and consent-driven personalization.
3 ways brands can build trust with privacy-concerned consumers
Wendy Werve and Jim Clark explain how to better understand customers, with video highlights from The MarTech Conference.
What marketers need to know about the TikTok ban
The biggest problem with the new law? It doesn't protect American's data and leaves marketers with 16 states' different privacy regulations.
The state of data in 2024: How the ad industry is adapting to privacy regulations
Learn how leading brands are navigating the privacy-first ecosystem by prioritizing consumer trust and embracing first-party data.
GrowthLoop and TransUnion partner to improve audience reach
CDP GrowthLoop will make TransUnion's TruAudience data available to users in the hope of improving match rates.
Adopting consent-based analytics for long-term marketing success
Practical insights for implementing consent seamlessly in your digital analytics strategy amid evolving privacy laws and user expectations.
Digital advertising braces for signal loss and Privacy Sandbox
IAB Tech Lab CEO Anthony Katsur calls for ‘Great Reset’ for ad industry facing epic changes to addressability and managing consumers' privacy.
Privacy plus personalization: The new frontier of digital advertising
Brands are adapting digital marketing for the privacy-first era through storytelling, consent-based personalization and more.
What Google’s Privacy Sandbox means for the app ecosystem
Privacy Sandbox raises challenges for advertising on Android devices that are quite different from the challenges presented to the Chrome browser.
Digital advertisers still looking for recipe to thrive in cookieless world
It’s likely alternative data will be one of many ingredients used for cookie replacement.
Ad industry steps up to meet signal loss, privacy challenges: IAB
The digital advertising ecosystem finally seems to be preparing for the new, cookie-free, privacy-first environment that is just around the corner.
How to protect customer trust when using AI
With AI everywhere, suspicion is on the rise. A company’s reputation plays an increasingly important role, so how do you avoid damaging it?
Google’s cookie deprecation: An essential marketing playbook for the post-cookie era
Insights for optimizing first-party data, testing alternative identifiers, measuring success through customer lifetime value and more.
Goodbye to cookies: Digital advertising’s leap in the dark
It's been one step forward, two steps back for Google's Privacy Sandbox as the IAB Tech Lab and other adtech players weigh in.
3 future-proofing strategies for Google’s third-party cookie crackdown
With third-party cookies on their way out, here’s how marketers can future-proof data collection and leverage first-party data strategies.
TransUnion announces data clean room partnership with Snowflake
Users will be able to access TruAudience identity-related data directly within Snowflake's data clean room, Samooha.
Google hits back at IAB Tech Lab Privacy Sandbox assessment
It took Google nine days to explain its pushback against the IAB Tech Lab's assessment. Criticisms are now detailed in a 28-page response.
OpenX Deal Library will compare alternatives to cookies
Maybe we'll start to find out which alternatives to cookies work best.