Adhering to consumer data privacy regulations and being transparent about what you do with consumer data aren’t just choices anymore – they’re necessary.

New data privacy regulations will continue emerging as consumer data continues to be utilized in new ways for targeting and personalization. While this may introduce new roadblocks or concerns for brands in the short-term, the long-term benefits shouldn’t be forgotten.

79% of Americans feel concerned about how their data is being used by companies.

The enforcement of these rules will make it easier for consumers to trust brands, especially as we move forward in an age where brand trust will only be increasing in importance.

Stay tuned to this article as we keep it updated with the latest stats, trends, news, and more around consumer privacy initiatives and the impact on your ecommerce brand.

January 25

Consumer privacy insights to power your 2023 digital strategy

In our 2023 Digital Strategy Forecast webinar, we brought together eight of our in-house ecommerce SMEs for a live panel and Q&A session on what to expect in digital marketing this year. Consumer privacy and cookieless marketing were both key discussion topics, with changes in these areas impacting digital marketing across all channels and initiatives, from paid search advertising to website optimization.

To get all of the insights, you can watch the webinar replay here or read the blog here!

October 13

Google Analytics 4: The Latest Push for More Consumer Privacy

The transition to Google Analytics 4 is part of a larger initiative to adapt to the changing consumer privacy landscape.

GA4 includes cookieless measurement as well as behavioral and conversion modeling for more privacy controls. It also works with Google Signals to give users more control over their privacy. Google Signals provides advertisers with data based on the websites and apps a logged-in Google user visits in order to provide more personalized ads, but users can easily turn this feature off so that their data isn’t tracked.

There are new capabilities in GA4 that can be used with users who have this feature turned on, however, including cross-platform reporting, remarketing, and more in-depth reporting and demographics information.

GA4 also includes EU-specific privacy features that align with GDPR requirements.

Another privacy-centric feature of GA4 is that IP addresses are automatically anonymized. In Universal Analytics, companies had to turn on the Anonymize IP feature manually. In GA4, it is automatically turned on with no way to turn it off.

One of the biggest privacy-centric features of GA4 is its stricter data retention capabilities. Data retention refers to the amount of time before user-level and event-level data stored in GA4 is automatically deleted from Analytics servers. In Universal Analytics, data could be retained indefinitely. In GA4, data can only be retained for up to 14 months, with the only other option being to retain it for 2 months.

ROI Revolution is one of the first GA4 certified agencies. We are passionate about not only ensuring our clients have a smooth transition to the new platform with accurate data but also helping our clients grow their brand by leveraging the new features in effective and innovative ways. If your brand is looking to offload some of your concerns with the GA4 transition, reach out to our team today to see how we can make the transition smooth and stress-free.

For more on GA4, visit some of our resources below:

August 19

The latest on consumer privacy and personal data protection

The consumer privacy space is always shifting to protect user data more – which poses some complications for brands and advertisers that rely on that data for audience targeting and ad tracking.

In fact, by 2023, 75% of global consumers will have their personal data covered by modern privacy regulations. In 2020, that number was just 10%.

One major upcoming change is Google’s deprecation of third-party cookies on Chrome. Advertisers that aren’t yet prepared for this shift are in luck, as the date for the cookie to crumble has moved from late 2023 to late 2024. This is to give Google and developers more time to perfect the API solution.

Another top-of-mind shift for marketers has been Apple’s iOS 14.5 update, which kicked off a requirement for users to opt into sharing their unique Identifier for Advertisers (IDFA) with apps. Brands that advertise on Facebook have felt some of the biggest impacts.

Facebook’s ad spend is still growing, but is expected to rise just 12% in 2022 compared to 36% in 2021. That still means Facebook will generate around $129 billion in ad revenue this year. With less information available about users, Facebook’s ad targeting has become less accurate and thus less valuable to many advertisers.

The privacy initiatives aren’t expected to slow down any time soon. Advertisers that rely on ecommerce advertising should keep expecting changes that pose obstacles to targeting, tracking, and attribution. Leveraging solutions that use first-party data and anonymized information can help brands overcome the hurdles.

May 12

Consumer privacy updates from ROI’s Ecommerce Marketing Trends Report

Today’s successful brands are able to evolve in a dynamic marketing landscape. You generate revenue more efficiently when you fully understand the digital environment where your brand lives. As consumer privacy concerns rise and new attribution models emerge, how can you feel confident that your brand’s ecommerce strategy is profitable?

In ROI’s Ecommerce Marketing Trends Report, you’ll uncover data from a survey of 170+ digital marketing professionals about the trends that are top-of-mind for their brand, including consumer privacy and cookie deprecation. You’ll access exclusive data-backed insights about the current state of ecommerce marketing, like:

Seize your chance to thrive in today’s multifaceted digital terrain. Download this exclusive analysis of internal and external data to get a clear picture of ecommerce today.

March 10

How digital marketers feel about consumer privacy

In our 2022 State of Digital Marketing Survey, we asked 170+ professional marketers about their brand’s biggest trends, concerns, and initiatives for this year. According to our research, consumer privacy is top-of-mind for just 18.4% of digital marketers this year. But other related factors are more top-of-mind.

Attribution is the most popular trend for digital marketers this year, with 49.4% of our respondents saying it’s top-of-mind for them in 2022. A major part of attribution is tracking through third-party cookies – an ability that will disappear in late 2023 when Google deprecates third-party cookies on Chrome. This will effectively remove your ability to target and track your brand’s customers using cookies.

Cookieless data is top-of-mind for 35.6% of digital marketers in 2022, including 50% of brands that make more than $1 billion in revenue.

Once cookies go away, over 95% of users will browse the internet anonymously without their own identifier for advertisers. Robust view-through and multi-touch attribution will be difficult to track.

42.2% of consumers typically disagree about sharing their cookies when a website asks them. Consumers’ feelings about internet cookies vary by age group. Consumers aged 25-34 are the least likely to deny cookies (32.5%) and the most likely to accept them (39.6%).

For many business executives, these privacy rules can appear as revenue roadblocks. But addressing consumer privacy concerns and government regulations is no longer just an option for companies – it’s required.

Hungry for more data from our marketing survey? In our 2022 State of Digital Marketing Report, we reveal expert insights from the data with charts, analysis, and predictions for ecommerce in 2022. Download your report to discover more and help guide your brand toward a profitable year.

January 13

The current state of consumer privacy

The majority (72%) of consumers say that current privacy laws and practices are out-of-date and would require significant improvement to sufficiently protect and responsibly collect consumer data.

Only 16% of consumers say current data privacy laws and practices are strong enough to responsibly collect and protect consumer data.

2022 will be a year of progress for future privacy regulations, but no new privacy bills are expected to pass this year. It’s not because the legislation is that complicated or controversial – businesses and consumers broadly tend to support privacy regulations, though Democrats have some stronger requests than Republicans for it. Privacy is important to consumers but it isn’t the highest priority right now, and Congress is focused on other initiatives.

While there are no new privacy-centric regulations set to come into effect in 2022, a new cybersecurity regulation that mandates more transparency from banks could have a positive impact on consumer trust. It will focus on banks needing to report cyber incidents that may affect consumers in a timely manner.

The ruling, which banks must comply with by May 2022, comes after the US Treasury Department recently found that the number of suspicious activity reports nearly 20x’d from 1,221 in 2018 to over 20,000 in 2020. Only 59.3% of consumers with lower-than-average digital trust levels trust their bank compared to 80.6% with high digital trust. If consumers’ trust in their banks can go up, they’ll feel more comfortable spending money online.

January 12

Impacts of Apple’s iOS 14.5 update in 2022

Consumers have been sharing a lot more information with apps and retailers ever since the pandemic sparked a massive growth spurt for digital. With ecommerce sales predicted to surpass $1 trillion for the first time ever in 2022, that amount of data is only going to increase. The incentives for sharing personal data vary across generations, but Gen Z is the most likely to share their email with a company in exchange for benefits like discounts or free trials.

But Apple’s iOS 14.5 update in April of 2021 created a headache for many brands that rely on social media or other iPhone app advertising to make sales. The update created a requirement for users to opt into phone tracking and data sharing that helps advertisers target ideal customers. The top two ways app publishers make money off of their applications are video ads and display ads, with native ads coming in fourth.

Even major social media platforms haven’t been immune to the impact of the iOS update. Snap is working on a tool called Advanced Conversions that obfuscates conversion data, though CEO Evan Spiegel has said that it will take “a while” for the platform to return to pre-update levels. In December 2021, LinkedIn introduced an option called Group Identity for B2B to help advertisers reach targeted audiences without tracking individuals’ data.

December 1

Pushing programmatic while protecting user privacy

As 2022 quickly approaches, brands can no longer afford to put data privacy initiatives on the shelf. The reality is that more protective privacy policies are only going to continue increasing around the globe, and your brand won’t have a choice but to adapt.

While these initiatives are great for protecting consumers’ personal information, they introduce hefty obstacles for crucial initiatives like attribution and tracking. What does this mean for your brand if you choose to implement a programmatic advertising strategy into your marketing mix?

By late 2023, Google will phase out third-party cookies running on Chrome. With Chrome having over 70% of the market share for browsers, this shift will have a huge impact on how brands track, target, and engage with customers. Safari (with 8.89% of the market share) and Firefox (with 7.69%) have already phased out third-party cookies.

With the shift toward cookieless, brands will need to explore new ways to predict what consumers are most likely to buy without collecting personally identifiable information. Conversion tracking, audience targeting, and frequency capping will all be impacted by the update. Using anonymized third-party data to match consumer’s behavior is one way to circumvent any negative consequences to your programmatic strategy after the world goes cookieless.

Although third-party cookies are going away, there are several other targeting methods that will allow brands like yours to successfully reach your desired audience. This requires a shift in strategy that may include a heavier focus on the use of first-party data, contextual targeting, OTT advertising, and/or selecting partners who have a personally identifiable information (PII) solution in place.

November 24

November 2021 consumer privacy stats

2021 brought a lot of updates to the world of consumer privacy and changes to how consumers feel about sharing their data. Here are some of the latest consumer privacy stats to make sure you’re up to speed:

November 17

How iOS 14.5 is impacting the biggest businesses

Apple’s iOS 14.5 update is affecting major companies like Peloton, Pinterest, and Wayfair, with the lack of ability to target customers as the main cause of the impacts. Users are now required to opt into sharing their unique identifier for advertisers (IDFA) with apps, which means data typically used for tracking, attribution, and targeting is no longer available.

96% of iPhone users opted out of sharing their IDFA with apps with the release of iOS 14.5.

What’s unique about the update is that it started requiring users to provide explicit consent to be tracked by apps. If they don’t opt in, the default will be that apps don’t get any data from them.

The update has resulted in higher customer acquisition costs, declining stocks, lower revenue projections, and other negative consequences for many brands.

Peloton has cited the changes as a challenge to getting new customers (in addition to supply chain issues) and has lowered its profit margins, projections for new subscribers, and total revenue forecast as a result. Wayfair turned its focus more to advertising in Q3 to quell the impact. Pinterest has given less detail, but has said that the updates have impacted their ability to track and connect off-platform and on-platform activity and advertising.

November 10

Facebook mobile ad spend shrinking on iPhones post-iOS 14.5

Facebook mobile ad spend for iOS devices has seen significant declines in growth since the introduction of Apple iOS 14.5 in April of this year. With the update, users are required to manually opt in to share their unique Identifier for Advertisers (IDFA). For brands advertising on any Apple app, that means greatly reduced tracking, attribution, and personalization capabilities.

For iOS, US Facebook mobile ad spend was up only 3% year-over-year in August. In April, it was up 55%. Many advertisers have shifted their budget to advertising on Android, which saw ad spend grow 65% in August compared to 52% in April. In both July and September, Facebook mobile ad spend for Android was up 86%.

That’s also because advertising costs have risen on Android as users have shifted away from sharing their Apple IDFA. The equivalent of IDFA on Android is called Android’s Advertising Identifier (AAI). Google (which developed Android) has yet to elaborate on whether it will provide similar opt-out options for Android users in the future, but will likely try to find a happy medium between respecting the necessity for online advertising and giving users control over their personal data privacy.

Prior to the update, approximately 70% of iPhone users were sharing their IDFA with apps. With the update, some estimates now put that number at as low as 5% for US consumers. Globally, approximately 13% of iPhone users are sharing their IDFA.

November 3

Mobile usage rising alongside privacy regulations

Mobile traffic now surpasses desktop in terms of global internet traffic. This year alone, worldwide mobile ad spend will grow 23.5% to $275.8 billion. And the number of global smartphone users is expected to grow from an already earth-shattering 6.38 billion in 2021 to 7.52 billion in 2026.

But as mobile usage continues to grow, so do privacy regulations. Advertisers have to adjust to consumer preferences while still adhering to mandatory guidelines like the GDPR, CCPA, and Brazil’s LGPD in addition to Apple’s iOS updates and Google’s deprecation of third-party cookies on Chrome.

And that’s not changing anytime soon. A privacy-first mindset will be crucial for mobile advertisers as more privacy measures are introduced.

Even major players like Meta (Facebook) and Snap have been impacted, with revenue for both social media giants declining since iOS 14.5 was released in April.

As consumers continue to prefer their mobile devices, brands will have to ensure that their marketing and advertising strategies for mobile align with privacy protocols. The next step is preparing for third-party cookies to disappear from Chrome, which Google announced will happen in late 2023 after the switch was originally planned for early 2022.

The ability to leverage first-party data will be a critical solution for all brands, and mobile advertising will be its own beast to tackle. With brands relying heavily on third-party cookies for digital advertising since the mid-1990s, a mindset of flexibility and adaptability will be crucial for survival moving into the future.

October 27

An overview of Brazil’s LGPD

Brazil’s General Data Protection Law (LGPD) is impacting how brands market to customers in the country of Brazil. Similar to the GDPR in Europe, the LGPD is intended to protect personal data, which refers broadly to any information regarding a person.

It lays out 10 principles that businesses need to consider when working with personal data from customers in Brazil, including purpose, adequacy, necessity, free access, quality of data, transparency, security, prevention, non-discrimination, and accountability.

Unlike the GDPR, LGPD applies to businesses of all sizes with few exceptions. The GDPR and California’s Consumer Privacy Act (CCPA) both apply only to businesses that meet certain criteria such as size. It is crucial that brands comply with privacy measures like the LGPD to avoid expensive fees.


October 20

The latest consumer data privacy stats for ecommerce brands


October 13

Digital payment growth increases threat of cybersecurity

Over 1 billion data branches occurred in the US last year, with nearly 156 million records being exposed. One out of every four consumers experienced fraud. And 43% of consumers don’t believe they can adequately protect their personal data today.

As data and privacy become bigger concerns, consumers are also increasingly trying new payment methods, such as paying with installments instead of all at once through AfterPay integrations on ecommerce websites, using contactless digital wallets like Apple Pay to shop in stores, or even ordering food online through new platforms.

90% of consumers have used at least one emerging payment method since the beginning of the pandemic.

As with any rapid growth, as retailers try to keep up with consumers’ changing expectations, there are also business-level considerations that are crucial to remember. Consumers’ increased openmindedness to trying new things brings a lot of benefits for brands, but growing alongside that are the possible opportunities for malicious attackers to steal your business’ and/or consumers’ data.

With 2/3 of the consumers who have tried at least one emerging payment method in the last year doing so for the first time, ecommerce brands have even more reason to ensure they’re complying with the growing list of digital privacy laws.

October 6

How privacy initiatives are impacting organizations today

Brands and retailers large and small no longer have much of a choice about how they approach privacy. Adhering to consumer data privacy regulations and being transparent about what your brand does with consumer data are mandatory now.

Organizations are reimagining how they collect and leverage data throughout all stages of the customer lifecycle. Here are the latest stats from Cisco on how security professionals at a range of US companies say current privacy initiatives are impacting their organization:

September 29

Ecommerce data privacy stats

September 22

How marketers say privacy regulations are impacting their data strategies

Executives and marketers at companies around the world have been adjusting their strategies to meet the constantly shifting demands of high-stakes privacy regulations. Not complying with these new privacy laws can have serious financial consequences.

In fact, Facebook’s WhatsApp was recently fined $270 million for breaching the GDPR.

How are privacy regulations impacting how companies execute their data strategies?

For 39% of companies, the introduction of new privacy laws resulted in limited information collected or included in customer profiles. 31% of companies now ask customers for less data, while 29% have lowered their social media advertising spend. 27% of companies have appointed a chief data officer.

Increased transparency around data use, new internal standards for data collection and use, and new ad channels/platforms are the top three ways that marketers say privacy regulations have influenced their company’s data strategy, at 57%, 54%, and 41% respectively.

September 14

Apple’s iOS 14.8 update addresses critical security concerns

Apple released a critical security upgrade this week with iOS 14.8 to address vulnerabilities in Apple’s CoreGraphics framework and WebKit browser. Apple believes that the two vulnerabilities were already being exploited by the time the update was released on September 13.

Apple recommends that iPhone users update their devices immediately to avoid being affected.

The CoreGraphics vulnerability is what’s called a zero-click exploit, meaning that no interaction is needed from the user to malware to be downloaded onto their device. Processing a PDF created by a malicious party would be enough for dangerous code to be executed. The WebKit vulnerability involves processing malicious web content.

Apple’s iOS 15 update is expected to be rolled out at today’s Apple Event along with the iPhone 13, Apple Watch Series 7, and more.

September 8

Stats: How privacy transparency contributes to higher trust

Privacy-related initiatives can cost a lot of money, and it’s not always easy to walk the line of transparency. But with consumer trust in your brand of higher importance than ever, doing whatever it takes to win over a shopper is worth it.

Here are the latest stats around consumer privacy for ecommerce brands and how it plays a crucial role in trust:

September 1

How cookie deprecation will impact your customers

By late 2023, cookies will be completely phased out on Chrome. The change will have a major impact on how brands market to shoppers – but how will the shoppers themselves be impacted?

One major concern with the disappearance of third-party cookies is the decline of personalization. 55% of digital marketers believe the changes will lead to less personalized consumer experiences.

50% of digital marketers say privacy concerns will persist even after cookies go away.

62% of digital marketers say that third-party cookie deprecation will not help consumers, while 63% believe it will result in little to no improvement in consumers’ control over their personal data.

August 25

Ecommerce marketing strategies to comply with privacy regulations

In order to comply with high-stakes privacy regulations, brands and retailers have had to adjust their marketing strategies in smart and unique ways. How have digital marketing strategies been impacted the most?

57% of digital marketers say their company has increased transparency around data use as a result of the introduction of new privacy laws, and 54% say their company has created new internal standards for data collection and use.

41% of digital marketers have considered adopting new advertising channels and/or platforms to align with new privacy regulations.

The introduction of new privacy laws resulted in reduced customer tracking for 39% of companies and changed or reduced audience targeting for 32% of companies. 27% of digital marketers say their company has lowered social media ad spend in response.

August 18

How considered are consumers about their data privacy?

Consumers are becoming more concerned about their online privacy. According to a survey taken in March 2021, 52.4% of consumers are somewhat more or much more concerned about their online privacy than they were a year ago.

More than half of consumers are more concerned about their online privacy than they were one year ago.

While 39% of consumers say they have maintained the same level of concern about their online privacy over the past year, 20.5% of consumers say they’re much more concerned about their online privacy compared to one year ago. Only 8.6% of shoppers say they’re less concerned.

August 11

New report: Programmatic advertising in a cookieless world

Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.

By late 2023, Google will phase out third-party cookies running on Chrome and transform how brands track, target, and engage with customers.

In other words, web tracking as we know it is going away. But right now, programmatic buyers rate their organizations’ readiness for cookie deprecation at only 3.5 on a scale of 1-5. Is your brand prepared? In this white paper, you’ll uncover insights like:

Lift the cloud of confusion around the cookieless future and make sure your programmatic strategy is equipped to handle the changes. Claim your copy today.

August 4

Post-cookie strategies for success

The cookie may be crumbling, but all is not lost for brands and publishers who rely on digital efforts to drive their business forward. While the world of attribution and tracking is being turned upside down by the deprecation of third-party cookies, some things will stay the same after cookies are deprecated in late 2023.

Brands and publishers will still have access to audience data like identity graphs, cohorts, household-level data, and contextual data. Of course, first-party data will also remain available, along with second-party data and consented third-party data.

Consumers spend a lot of time in cookieless environments via mobile apps, and that’s not going to change. While mobile apps are facing separate privacy initiatives like Apple’s iOS 14.5 update, they won’t be impacted by the changes to cookies. With mobile traffic now surpassing desktop traffic, the impact of cookie deprecation will be less detrimental for brands that can rely on a highly optimized mobile strategy.

The value of well-curated, original content also won’t change. Embracing organic initiatives like SEO and email marketing is one way to have the upper hand in a world without third-party cookies.

July 28

New infographic: Programmatic advertising in the era of cookieless

Google recently announced that third-party cookie deprecation will occur in late 2023, a significant push from the original early 2022 timeline. The delay will provide some relief to advertisers and publishers. In October 2020, programmatic buyers rated their organizations’ readiness for cookie deprecation at only 3.5 on a scale of 1-5.

In this infographic, you’ll uncover data and stats about post-cookie attribution and targeting for programmatic, strategies brands are using to navigate the loss of cookies, and how cookie deprecation will impact ecommerce and brands that use programmatic advertising. You’ll uncover answers to questions like:

Access the infographic here!

July 21

Third-party cookies to be deprecated by late 2023

Last month, Google announced that the deprecation of third-party cookies will be delayed until late 2023 after previously planning for early 2022. According to a blog post from Google, “more time is needed across the ecosystem to get this right.”

Third-party cookies will be completely phased out on Chrome over a three-month period starting in mid-2023 and ending in late 2023.

With global initiatives to protect user privacy online intensifying, delaying the shift away from cookies will help ensure the right decisions are made to keep consumer data secure and avoid covert practices.

Marketing strategies have relied on cookies as a proxy for identity since the dawn of digital. With Chrome having nearly 70% of the market share for browsers, this shift will have a huge impact on how brands track, target, and engage with customers.

Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted by Google’s decision to phase out third-party cookies on Chrome.

July 14 update

Consumer privacy + cookieless

Since the dawn of digital, marketing strategies have relied on cookies as a proxy for identity. But the world of marketing is changing. The departure of browser-based tracking is upon us.

By late 2023, Google will phase out third-party cookies running on Chrome and transform how brands track, target, and engage with customers.

In other words, web tracking as we know it is going away.

Adhering to consumer data privacy regulations and being transparent about what your brand does with consumer data is no longer a choice. Brands large and small will need to reimagine how they collect and leverage data throughout all stages of the funnel, from new customer acquisition to remarketing. Attribution, unique visitor counting, and retargeting will all change when cookies go away.

Third-party cookies provide data about a shopper’s interests, past purchases, frequently visited websites, and more. Any brand that uses data for online advertising and targeting will be impacted once the third-party cookie shoe drops.

July 7 update

Apple’s iOS 14.5 update: Impact on ecommerce brands

Apple’s iOS 14.5 update took place in April 2021 and shook things up for any brand advertising through an iPhone app.

With iOS 14.5, Apple requires users to provide explicit permission for apps to collect and share data through their unique Identifier for Advertisers (IDFA). The Identifier for Advertisers (IDFA) is a random identifier assigned to each iOS user that advertisers use to deliver personalized ads. It is also used for tracking and attribution.

To collect permission, Apple is enforcing a Tracking Transparency Prompt (ATT) in the App Store. Apps that do not adopt the prompt will be blocked from the App Store. Long-term impacts will include reduced tracking capabilities and reduced personalization for users.

The percentage of iPhone users sharing their unique Identifier for Advertisers (IDFA) with apps is expected to drop from 70% to as low as 5%.

For Facebook advertisers, the update means seven-day click reporting won’t include data for users who have opted out. For users who opt out of tracking, data will only be gathered around their highest-priority event using a one-day click attribution model.

For brands pushing paid search campaigns on Google, budgets, targets, or bids should be adjusted and campaign performance and delivery should be closely monitored to stay on track with goals.

June 30 update

Consumer privacy concerns: Just the stats

June 24 update

Consumer privacy in 2021: Where we stand now

Some of the biggest privacy initiatives impacting marketers leading up to 2021 are the General Data Protection Regulation (GDPR), California Consumer Privacy Act (CCPA), and California Privacy Rights Act (CPRA).

Failing to adhere to these privacy protection regulations can have dire consequences for brands. Businesses can be penalized large amounts of money by courts or sued by individual consumers.

First effective in 2018 and 2020 respectively, the GDPR and CCPA will remain important for brands who use consumer data in marketing efforts. CPRA regulations aren’t yet in effect.