Proximic by Comscore Releases Inaugural Report on the State of Privacy in Advertising for 2024, Highlighting Industry Shifts and ChallengesReport shows that data privacy laws are significantly impacting personalized advertising, with audience targeting facing the most challenges, prompting shifts towards first-party data, AI-driven strategies, and reduced reliance on cookies
NEW YORK, NY., Sept. 11, 2024 Proximic by Comscore, a division of Comscore Inc. (NASDAQ: SCOR) and a leading provider of audience and content targeting solutions for programmatic activation, today released its inaugural State of Privacy in Advertising Report. The comprehensive report compiles industry-wide survey research, delving into the current and anticipated impacts of rapidly evolving data privacy laws in the digital advertising landscape.
The report reveals that 56% of respondents already face limitations in audience targeting in regions where data privacy laws are in place, and that nearly 40% reported experiencing challenges related to audience data availability in impacted locations. In addition, first-party and contextual data are the cornerstone of audience targeting strategies in regions with recently enacted data privacy laws, with 64% of respondents relying on them as their primary approach.
Our 2024 State of Privacy in Advertising report highlights both the challenges and opportunities that advertisers face as they navigate today's privacy landscape, said Rachel Gantz, Managing Director, Proximic by Comscore. At Proximic by Comscore, we are committed to helping our partners adapt through privacy-centric, AI-driven solutions that deliver impactful targeting without relying on traditional identifiers.
Key Highlights of the 2024 State of Privacy in Advertising Report
The impact of data privacy laws:
88% of respondents indicated that they anticipate a moderate to significant impact on their ability to deliver personalized advertising in regions with data privacy laws in place, with 28% already significantly adjusting parts of their advertising strategy.
Due to the fragmented nature of today's data privacy laws, 38% of respondents have had difficulty keeping up with the details and implications of each new law, and 34% have experienced challenges trying to apply differing ad strategies across regions with varying laws in place.
Just under one-third (31%) of respondents have experienced increased costs associated with data privacy compliance efforts.
Audience targeting is expected to face the greatest impact:
61% of respondents expect audience targeting to bear the brunt of privacy law impacts, with 60% adjusting their targeting strategy to accommodate data privacy laws and 59% re-evaluating targeting datasets to comply with new laws.
Leveraging AI and strategic data partnerships:
Respondents reported they anticipate AI's biggest role in maintaining effective targeted advertising while respecting data privacy laws to be improving audience targeting (63% of respondents), followed by improving campaign measurement capabilities (52% of respondents).
Privacy legislation accelerating shift away from cookie reliance:
43% of respondents indicated that recent privacy legislation has accelerated their plans to reduce reliance on cookies.
Proximic by Comscore has long focused on providing privacy-resilient advertising solutions. It offers contextually powered targeting segments with a specific focus on ID-free Predictive Audiences. These highly predictive segments are built from Comscore's massive consented panel data assets and Proximic's AI contextual intelligence to enable reach against audience definitions such as purchase intent, interest, and personas without leveraging user identifiers.
About Proximic by Comscore
Proximic by Comscore, a division of Comscore, Inc. (NASDAQ: SCOR), is a leader in programmatic targeting. Powered by Comscores trusted datasets and the industrys leading natural language processing contextual engine, Proximic by Comscore enables media buyers and sellers to maximize the scale and performance of their campaigns. Through their innovative suite of ID-based and ID-less audience and content targeting segments, Proximic by Comscore supports the evolution of the programmatic ecosystem, enabling clients and partners to continue executing impactful advertising strategies.
Media
Marie Scoutas
Comscore, Inc.
press@comscore.com
Most recent headlines
05/01/2027
Worlds first 802.15.4ab-UWB chip verified by Calterah and Rohde & Schwarz to be ...
06/09/2026
June 9 2026, 23:00 (PDT) Dolby and MagentaTV Bring Fans Closer to the FIFA Worl...
04/08/2026
Dalet, a leading technology and service provider for media-rich organizations, t...
04/07/2026
April 7 2026, 19:00 (PDT) Detective Conan: Fallen Angel of the Highway Opens in...
12/06/2026
YES Network and The Gotham Sports App will air seven Athletes Unlimited Softball...
12/06/2026
The United Football League will host its FAST Innovation Suite at the 2026 United Bowl presented by Credit One Bank on Saturday, June 13 at 3:00 p.m. ET at Audi...
12/06/2026
PTZOptics and LayerJot will present live demonstrations at InfoComm 2026 showing how natural-language AI prompting, robotic camera control, and on-device comput...
12/06/2026
MultiDyne Video and Fiber Optic Systems will exhibit at InfoComm 2026, featuring...
12/06/2026
Ateme has announced that Eurovision Services is using Ateme's software-based frame-rate conversion technology for international live event workflows. The de...
12/06/2026
Bitmovin and Simplestream have announced a partnership with Xperi to simplify the launch of OTT streaming services on TiVo OS smart TVs and devices. The collabo...
12/06/2026
Net Insight has announced that a multinational technology company is deploying a...
12/06/2026
MLB Players Inc., the business arm of the MLB Players Association, has announced a partnership with Athletes First to develop and sell brand partnerships across...
12/06/2026
Guntermann and Drunck (G&D) and VuWall have announced the CommandKeyboard-Advanc...
12/06/2026
Comcast Smart Solutions announces a new smart technology deployment with Major L...
12/06/2026
Elevation Worship completed the initial leg of its Elevation Nights 2026 tour ...
12/06/2026
AJA Video Systems has announced KONA IP25 support for Colorfront Transkoder and ...
12/06/2026
Audinate Group Limited (ASX: AD8) will exhibit at InfoComm 2026 (Booth C7321, Ce...
12/06/2026
Pac-12 Commissioner Teresa Gould has announced the appointment of Scott Adametz as Chief Technology Officer. The Pac-12 describes the hire as the first CTO appo...
12/06/2026
Grass Valley has announced AMPP Edge Live, a production system combining Grass Valley hardware, NVIDIA Blackwell GPU acceleration, and AMPP OS in a single platf...
12/06/2026
At one time a trailblazer with the launch of the Longhorn Network, the Universit...
12/06/2026
Ratings Roundup is a rundown of recent rating news and is derived from press rel...
12/06/2026
Chyron has announced PAINT 10.4, an update to its illustrated replay and sports ...
12/06/2026
SVP, Production Mark Gross: With the new schedule, with not having every Sunday night, it's given us an opportunity to take a step back and reimagine what ...
12/06/2026
For Televisa Technical Engineering Manager Roberto N nez Ibarra and the small team of 12 technicians and two production personnel at the IBC things are already ...
12/06/2026
Simple Steps to Better Acoustics - Taming The Small Room
Most of us mix in spare rooms and small spaces, where the acoustics fight us at every turn. At Gear...
12/06/2026
Latest addition expands vintage-inspired effects palette
Meris' Ottobit pedal range draws its inspiration from vintage gaming consoles, and the latest a...
12/06/2026
Soundbox-based chamber strings series expanded
Sonora Cinematic have just announced the launch of the second instalment in their Soundbox-based chamber stri...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
AJA Announces KONA IP25 Integration with Colorfront Software
Brie Clayton June 12, 2026
0 Comments
Collaboration enables uncompressed SMPTE ST 2110 I/O ...
12/06/2026
URSA Cine 12K LF Used to Create Visuals for STUTS' K-Arena Concert
Brie Clayton June 12, 2026
0 Comments
Organic visuals projected on a giant scre...
12/06/2026
MTI FILM Acquires Mango New Edit, Expanding its Global Post-Production Services ...
12/06/2026
AI Point Tracking Speeds Up Complex VFX Tracks in Mocha Pro
Jessie Electa Petrov June 12, 2026
0 Comments
The 2026.5 release adds automatic point trac...
12/06/2026
Bitmovin, a provider of video streaming solutions, has partnered with Simplestream, a provider of OTT and broadcast solutions, and technology provider Xperi, to...
12/06/2026
Leostream Corporation, creator of the world-leading Leostream Remote Desktop Access Platform, today announced Jigsaw24, a leading B2B IT solutions provider wit...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
12/06/2026
How Aussie indie games and screen are levelling up with IP 11 June 2026
Ari Harrison, Pro Jank Footy
Head of Games Joey Egger and Ari Harrison of Umbrella sha...
12/06/2026
Back to All News
Netflix Unveils First-Look Images from Villaflor, Santiago Mitre's New Film
Entertainment
12 June 2026
GlobalArgentina
Link copied to ...
12/06/2026
Back to All News
Cross the Boundaries of the Real World into the Spirit Realm i...
12/06/2026
With John Daro, DI Colourist at Warner Bros. Water Tower Color Tuesday 23 June, 10am-1pm or 3-6pm
Restar Corporation
Tokyo
Register here
John Daro is the ...
12/06/2026
Meet The Grumpy Onion Ireland's newest online sensation, all he wants is to ...
12/06/2026
RT stays Up All Night with brand new daily 2026 FIFA World Cup Vodcast
Adding to the fun around 2026 FIFA World Cup tournament, RT has launched a brand new d...
12/06/2026
A fentanyl countermeasure that adapts to combat future black-market drugs Scripps Research scientists developed a vaccine that teaches the immune system to rapi...
11/06/2026
The immense size of the tourney and its Atlantic-spanning operation also disting...
11/06/2026
Nielsen has released a new soccer fandom consumer research report, The Fans Behind The Game: FIFA World Cup 2026 Edition, examining the soccer audience in the...
Proximic by Comscore Releases Inaugural Report on the State of Privacy in Advertising for 2024, Highlighting Industry Shifts and ChallengesReport shows that data privacy laws are significantly impacting personalized advertising, with audience targeting facing the most challenges, prompting shifts towards first-party data, AI-driven strategies, and reduced reliance on cookies
