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Data privacy in digital advertising in the U.S.

Statistics report on data privacy in digital advertising in the U.S.

Consumer data lies at the heart of digital advertising. This report presents a bird's eye view of the role privacy is playing in the industry in the United States, including legislation, insights shared by marketers, as well as the level of acceptance of data sharing among the consumers and the concerns they voice.

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Privacy

Table of contents

Overview

6
  • Premium Statistic U.S. marketing data spend 2024-2025
  • Premium Statistic Number of CDP companies in the U.S. 2022-2025
  • Basic Forecast Consumers agreeing with personal data use for advertising in the U.S. 2019-2024
  • Basic Statistic Share of top U.S. websites ignoring user privacy preferences 2024
  • Basic Statistic Data points leaked in the U.S. 2004-2025, by type
  • Premium Statistic Technologies used to de-identify consumer data in the U.S. 2025

Legislation

5
  • Basic Statistic U.S. privacy laws with opt-in default based on age 2025
  • Basic Statistic State privacy laws in the U.S. 2025, by consumer rights covered
  • Basic Statistic State privacy laws in the U.S. 2025, by business obligations
  • Premium Statistic Impact of data privacy laws on digital advertising in the U.S. 2024
  • Premium Statistic Impact of data privacy laws on cookie-based advertising in the U.S. 2024

Consumers: acceptance of data sharing

6
  • Premium Statistic Share of consumers who were okay sharing data to support advertising in the U.S. 2024
  • Premium Statistic Leading factors driving adults' actions after seeing a TV ad in the U.S. 2026
  • Premium Statistic Consumers fine with websites using their data to send them relevant ads U.S. 2024
  • Basic Statistic What consumers find creepy or cool about targeted ads & personalization 2024
  • Premium Statistic Comfort with personal info use for marketing personalization in the U.S. 2024
  • Premium Statistic Types of data users are willing to share with brands in the U.S 2024

Consumers: concerns

7
  • Basic Statistic Leading issues for U.S. internet users 2024
  • Premium Statistic U.S. consumers attitudes on online privacy 2024
  • Premium Statistic U.S. adults on companies' constantly tracking and collecting their personal data 2024
  • Premium Statistic Concern about devices spying on users for ad targeting in the U.S. '24
  • Premium Statistic Global online users concerns about misuse of personal data Q3 2020-Q2 2025
  • Premium Statistic U.S. consumers on having control over how companies use their personal data 2024
  • Premium Statistic Brands' main disadvantages using AI according to consumers worldwide 2025

Marketer insights

7
  • Premium Statistic Most important trends according to marketing agencies in the U.S. & Canada 2025
  • Premium Statistic Leading consumer trends according to marketers worldwide 2026
  • Premium Statistic Content personalization trends in the U.S. 2025
  • Premium Statistic Leading priority levels for data-driven personalization in the next 2 years U.S. 2024
  • Premium Statistic Strategies to maintain ad targeting effectiveness in the U.S. 2025
  • Premium Statistic Reasons for diminishing returns in social media advertising in the U.S. 2025
  • Premium Statistic Actions taken to increase brand trust in the face of privacy concerns in the US 2024
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