How marketers are adapting to the new realities of data privacy

Dave Taylor, Chief Product Officer, Alliant

Recent legislation across several states signals a significant shift in the marketing and data privacy landscapes. As of May 2024, 17 U.S. states have passed data privacy regulations, with more on the way.

The fragmented data privacy reality that’s long been foretold is finally here for marketers. And with California’s landmark CCPA legislation settling into its fourth year and many more states rolling out similar legislation, brands and data providers across the industry face a growing risk of fines in the coming years.

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