Some US states are starting to take action with new privacy laws.
A Google investigation across 48 states, the shady data sharing practices of mental health websites, and how GDPR has changed the digital marketing landscape.
The states are finally catching up to consumer privacy demands with the creation of new data protection regulations taking place. While California took the lead with the California Consumer Protection Act (CCPA), states like Nevada, Maine, and Pennsylvania are following its footsteps.
Mental health websites are not taking action in protecting their site visitors which means they are failing to comply with strict GDPR regulations regarding health data. Under GDPR, health data is considered a special category meaning a user must give “explicit” consent. 76% of mental health websites have third-party trackers for marketing purposes. Privacy International, a privacy rights organization, digs into other key findings in their report, Your Mental Health for Sale.
Google is under investigation in all US states, excluding California and Alabama.The company is being investigated for harming competition and consumers through their dominance in search and advertising practices. Facebook is also under investigation led by the state of New York.
The marketing landscape has definitely transformed since the implementation of GDPR over a year ago. Dominik Matyka, board member and chief advisor at DMEXCO, shares 4 takeaways that have caused a shift in marketing practices.
Advertisers are starting to see what the benefits look like if they were to work with supply-side platforms directly. SSPs are looking to go direct with advertisers to secure more advertising spend in exchange for high quality inventory through practices such as whitelisting and private deals.
Recent research from Adobe finds that 52% of Gen Z are receptive to online ads. The report also explored the digital behaviors across four generations with Gen Z being the most proactive in managing their data preferences even though 69% are okay with sharing their data with brands.