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 ...
09/10/2026
September 10 2026, 06:00 (PDT) Dolby Expands Dolby OptiView Platform with New Capabilities at IBC 2026
New Sports Intelligence helps providers better unders...
07/10/2026
Dalet, a leading technology and service provider for media-rich organizations, today announced the latest Long-Term Supported (LTS) release of Dalet Flex. Build...
29/09/2026
Oak View Group (OVG) has announced Cisco as an Official Technology Partner, with plans to standardize infrastructure across its venue network on Cisco solutions...
29/09/2026
SportsNet Pittsburgh (SNP) won three honors at the 2026 Mid-Atlantic Emmy Awards.
Program awards went to Bucs BP in the Sports Program Live category (produced ...
29/09/2026
The Professional Women's Hockey League has announced home openers for all 12 teams for the 2026-27 season, along with a broadcast partnership with CBC under...
29/09/2026
Manifold technologies has been recognized as a contributor to the Media eXchange...
29/09/2026
FuboTV has announced My Local Sports, allowing subscribers in select markets to add their local regional sports network (RSN) as an add-on to a Fubo Sports subs...
29/09/2026
Asian News International (ANI), a wire agency and video news provider based in India, has deployed Grass Valley's AMPP Media Operating System and Framelight...
29/09/2026
South African Broadcasting Corporation (SABC) has deployed Ikegami UHK-X600 cameras as part of an upgrade to IP-based production infrastructure. The deployment ...
29/09/2026
REMI, REMCO models will drive the bulk of the broadcaster's NHL productions ...
29/09/2026
Three years in, the facility is supporting more centralized race production, com...
29/09/2026
NBC, Peacock, and NBSN are carrying all four Wild Card series with a production ...
29/09/2026
19 Nonfiction Projects Across All Stages of Production to Receive More Than $1 million in Support as Documentary Film Program Approaches 25th Anniversary
LOS ...
29/09/2026
Two new plug-ins launch alongside updated bundles
Zynaptiq have just announced the launch of two new plug-ins, alongside new and improved versions of two of...
29/09/2026
All-in-one bus processor revealed
Wes Audio's ng product range has come a long way since it was first introduced, and now includes a tasty selection of ...
29/09/2026
eds3_5_jq(document).ready(function($) { $(#eds_sliderM519).chameleonSlider_2_1({ content_source:......
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Ikegami announces that the South African Broadcasting Corporation, SABC, has chosen Ikegami UHK-X600 camera systems as part of an advance to IP-based operation ...
29/09/2026
Blendkit Offers 20% Discount to Celebrate Crossing 150K Asset Milestone
Brie Clayton September 29, 2026
0 Comments
Blendkit, the largest 3D asset libr...
29/09/2026
Interactive streaming specialist Ease Live supported more than 76.5 million fan sessions across three major European media operators during this summers FIFA Wo...
29/09/2026
Ease Live has added support for VAST (Video Ad Serving Template) to its graphical overlay technology, opening up new ways for broadcasters, streamers and rights...
29/09/2026
Rise AV has announced the launch of the inaugural Rise AV Awards, a new global awards programme celebrating the women, advocates and organisations across the AV...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Share
Copy link
Facebook
X
Linkedin
Bluesky
Email...
29/09/2026
Clear-Com announced that First Baptist Nashville has upgraded its production communications with a Clear-Com intercom solution as part of a comprehensive sanct...
29/09/2026
Blackmagic Cinema Camera 6K Captured Action Shots for Sketch
Brie Clayton September 28, 2026
0 Comments
Camera's portable design and dynamic range...
29/09/2026
Kean Production Services Deploys AJA ColorBox to Deliver Consistent, Accurate Co...
29/09/2026
Berklee Alumni and Faculty Nominated for the 2026 Latin Grammy Awards A total of 28 Berklee alumni and faculty earned nominations across 20 categories this ye...
29/09/2026
Berklee's K-Pop & Beyond Explores Connections Between K-Pop and Hip-Hop Now in its fifth year, the series brings together artists, industry leaders, and s...
29/09/2026
We tend to think we live in a digital world, with hopes and fears around artificial intelligence (AI), quantum computing, data centres and the next big technolo...
29/09/2026
Today, in partnership with the American Academy of Pediatrics (AAP), Apple relea...
29/09/2026
Final Cut Camera, the professional filming app for iPhone, receives a major upda...
29/09/2026
RT lyric fm is proud to announce the annual Choirs for Christmas competition callout. Warm up those vocal chords and join us on RT lyric fm for a celebration ...
28/09/2026
The NHL has announced Adobe as an Official Creative, Marketing and AI Partner beginning with the 2026-27 season. The partnership will provide the league and its...
28/09/2026
MultiDyne will exhibit at CABSAT 2026 (October 5-7, Dubai Exhibition Centre), showcasing an expanded technology portfolio following its June 2026 acquisition of...
28/09/2026
ARRI and HONOR have announced the HONOR Magic9 Pro Max, a flagship smartphone carrying ARRI branding on the device and packaging as the first product-level expr...
28/09/2026
Net Insight has added the Nimbra 1020G to its pan-Asian live media trial network, giving customers and partners in the region a way to evaluate ST 2110 and JPEG...
28/09/2026
Vindral has been named a recipient of a 2026 Technology and Engineering Emmy Award by the National Academy of Television Arts and Sciences in the category of We...
28/09/2026
Interra Systems will exhibit at CABSAT 2026 (Stand B2-37, Dubai Exhibition Centre, October 5-7), demonstrating its BATON QC platform, ORION monitoring solutions...
28/09/2026
Two years into its new production facility, the TOUR is expanding centralized wo...
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
