Topic: Data privacy in digital advertising in the United States

Data privacy in digital advertising in the United States - statistics & facts

Consumer data has emerged as one of the most valuable assets for marketers, powering a multibillion-dollar industry dedicated to collecting, analyzing, and trading virtually any detectable detail about individuals. From purchasing habits and demographic profiles to personal interests and character traits, nearly every aspect of shopper behavior can be monetized for advertising purposes.

Spend on marketing data in the U.S.
****bn USD

Number of customer data platform (CDP) vendors in the U.S.
**

Share of U.S. consumer who agree with personal data use for advertising
14%

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Current statistics on this topic

Digital Privacy

COPPA fines imposed against companies in the United States 2018-2025

Digital Privacy

Attitudes of U.S. internet users regarding online privacy Q2 2025

Digital health

Share of consumers willing to share health data for selected reasons worldwide 2024

Overview

U.S. marketing data spend 2024-2025
U.S. marketing data spend 2024-2025
Spending on marketing data in the United States in 2024 and 2025, by type (in billion U.S. dollars)
Number of CDP companies in the U.S. 2022-2025
Number of CDP companies in the U.S. 2022-2025
Number of customer data platform vendors in the United States from June 2022 to June 2025
Consumers agreeing with personal data use for advertising in the U.S. 2019-2024
Consumers agreeing with personal data use for advertising in the U.S. 2019-2024
Consumers agreeing with personal data use for advertising in the U.S. 2019-2024 as of June 2024, by quarter
Share of top U.S. websites ignoring user privacy preferences 2024
Share of top U.S. websites ignoring user privacy preferences 2024
Share of leading websites in the United States ignoring users' data privacy preferences as of September 2024
Data points leaked in the U.S. 2004-2025, by type
Data points leaked in the U.S. 2004-2025, by type
Number of data points leaked in data breaches in the United States from 2004 to April 2025, by type of data (in millions)
Technologies used to de-identify consumer data in the U.S. 2025
Technologies used to de-identify consumer data in the U.S. 2025
Technologies used to de-identify consumer data in the United States as of March 2025

Legislation

U.S. privacy laws with opt-in default based on age 2025
U.S. privacy laws with opt-in default based on age 2025
U.S. states with laws including business restrictions for opt-in default based on age as of March 2025
State privacy laws in the U.S. 2025, by consumer rights covered
State privacy laws in the U.S. 2025, by consumer rights covered
State laws on data privacy in the United States as of February 2025, by consumer rights covered
State privacy laws in the U.S. 2025, by business obligations
State privacy laws in the U.S. 2025, by business obligations
State laws on data privacy in the United States as of February 2025, by business obligations
Impact of data privacy laws on digital advertising in the U.S. 2024
Impact of data privacy laws on digital advertising in the U.S. 2024
Impact of data privacy laws on digital advertising in the United States as of July 2024
Impact of data privacy laws on cookie-based advertising in the U.S. 2024
Impact of data privacy laws on cookie-based advertising in the U.S. 2024
Impact of data privacy laws on cookie-based advertising in the United States as of July 2024

Consumers: acceptance of data sharing

Share of consumers who were okay sharing data to support advertising in the U.S. 2024
Share of consumers who were okay sharing data to support advertising in the U.S. 2024
Share of consumers who were okay sharing data to support advertising because data was essential to a free internet in the United States in 2024, by age group
Leading factors driving adults' actions after seeing a TV ad in the U.S. 2026
Leading factors driving adults' actions after seeing a TV ad in the U.S. 2026
Leading factors driving adults' actions after seeing a TV ad in the United States as of February 2026
Consumers fine with websites using their data to send them relevant ads U.S. 2024
Consumers fine with websites using their data to send them relevant ads U.S. 2024
Share of consumers who were fine with a website or app that they trusted or valued using their personal data to send them relevant advertising in the United States in 2024, by age group
What consumers find creepy or cool about targeted ads & personalization 2024
What consumers find creepy or cool about targeted ads & personalization 2024
Consumer perceptions of targeted advertisements and personalized content in France, the United Kingdom, and the United States as of August 2024
Comfort with personal info use for marketing personalization in the U.S. 2024
Comfort with personal info use for marketing personalization in the U.S. 2024
Comfort with use of personal information for marketing personalization purposes among consumers in the United States in 3rd quarter 2024
Types of data users are willing to share with brands in the U.S 2024
Types of data users are willing to share with brands in the U.S 2024
Types of personal data users are willing to share with brands and retailers for a more personalized shopping experience in the United States as of March 2024

Consumers: concerns

Leading issues for U.S. internet users 2024
Leading issues for U.S. internet users 2024
Most frustrating issues for internet users in the United States as of August 2024
U.S. consumers attitudes on online privacy 2024
U.S. consumers attitudes on online privacy 2024
Attitudes about personal data tracking among consumers in the United States as of October 2024
U.S. adults on companies' constantly tracking and collecting their personal data 2024
U.S. adults on companies' constantly tracking and collecting their personal data 2024
Consumers in the United States assuming companies are constantly tracking and collecting their data as of October 2024
Concern about devices spying on users for ad targeting in the U.S. '24
Concern about devices spying on users for ad targeting in the U.S. '24
Share of consumers concerned that their digital devices captured information about them for the purposes of targeted advertising in the United States as of August 2024
Global online users concerns about misuse of personal data Q3 2020-Q2 2025
Global online users concerns about misuse of personal data Q3 2020-Q2 2025
Share of internet users worldwide concerned about misuse of their personal data from 3rd quarter 2020 to 2nd quarter 2025
U.S. consumers on having control over how companies use their personal data 2024
U.S. consumers on having control over how companies use their personal data 2024
Consumers in the United States on having control over how companies use their data as of October 2024
Brands' main disadvantages using AI according to consumers worldwide 2025
Brands' main disadvantages using AI according to consumers worldwide 2025
Leading disadvantages of brands using artificial intelligence (AI) according to consumers in selected countries worldwide as of January 2025

Marketer insights

Most important trends according to marketing agencies in the U.S. & Canada 2025
Most important trends according to marketing agencies in the U.S. & Canada 2025
Most important industry trends in 2025 according to marketing agencies in the United States and Canada as of December 2024
Leading consumer trends according to marketers worldwide 2026
Leading consumer trends according to marketers worldwide 2026
Leading consumer trends according to marketers worldwide in 2026
Content personalization trends in the U.S. 2025
Content personalization trends in the U.S. 2025
Future content personalization trends according to marketers from the United States as of May 2025
Leading priority levels for data-driven personalization in the next 2 years U.S. 2024
Leading priority levels for data-driven personalization in the next 2 years U.S. 2024
Priority level of data-driven personalizations in the following two years according to experience management (XM) professionals in the United States as of March 2024, by business performance
Strategies to maintain ad targeting effectiveness in the U.S. 2025
Strategies to maintain ad targeting effectiveness in the U.S. 2025
Primary strategy to maintain targeting effectiveness amidst spreading of privacy laws and a continued loss of persistent user identifiers among advertisers in the United States as of November 2024
Reasons for diminishing returns in social media advertising in the U.S. 2025
Reasons for diminishing returns in social media advertising in the U.S. 2025
Reasons for diminishing returns in social media advertising according to performance marketers in the United States as of April 2025
Actions taken to increase brand trust in the face of privacy concerns in the US 2024
Actions taken to increase brand trust in the face of privacy concerns in the US 2024
Actions companies took to increase the trust in their brand in the face of privacy concerns according to chief marketing officers (CMOs) in the United States as of September 2024

Spend on marketing data in the U.S.
****bn USD

Number of customer data platform (CDP) vendors in the U.S.
**

Share of U.S. consumer who agree with personal data use for advertising
14%

Key figures

The most important key figures provide you with a compact summary of the topic of "Data privacy in digital advertising in the United States" and take you straight to the corresponding statistics.

- State that most recently introduced a privacy laws including business restrictions for opt-in default based on age
- Maryland (effective Oct 1, 2025)
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Detailed statistics
U.S. privacy laws with opt-in default based on age 2025
- Impact of data privacy laws on digital advertising according to U.S. marketers
- Minimal
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Detailed statistics
Impact of data privacy laws on digital advertising in the U.S. 2024
- Impact of data privacy laws on cookie-based advertising according to U.S. marketers
- Accelerating plans to reduce reliance on cookies
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Detailed statistics
Impact of data privacy laws on cookie-based advertising in the U.S. 2024

- Top factor leading U.S. adults to respond to TV ads
- Clear offer/discount
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Detailed statistics
Leading factors driving adults' actions after seeing a TV ad in the U.S. 2026
- Type of data U.S. consumers are most comfortable sharing for marketing personalization purposes
- Purchase history
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Detailed statistics
Comfort with personal info use for marketing personalization in the U.S. 2024
- Type of marketing personalization considered coolest among U.S. consumers
- Personalized birthday offer
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Detailed statistics
What consumers find creepy or cool about targeted ads & personalization 2024
- Type of data U.S. consumers are most willing to share with brands
- Interests & hobbies
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Detailed statistics
Types of data users are willing to share with brands in the U.S 2024

- Share of U.S. smartphone users who consider lack of online privacy frustrating
- 68%
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Detailed statistics
Leading issues for U.S. internet users 2024
- Share of U.S. smartphone users who consider online ads frustrating
- 79%
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Detailed statistics
Leading issues for U.S. internet users 2024
- Share of U.S. consumers who assume companies are always collecting & tracking data about them
- **%
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Detailed statistics
U.S. consumers attitudes on online privacy 2024
- Share of U.S. consumers who think they do not have enough control over how companies use their data
- **%
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Detailed statistics
U.S. consumers attitudes on online privacy 2024

- Share of U.S. ad agencies that consider privacy an important trend
- *%
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Detailed statistics
Most important trends according to marketing agencies in the U.S. & Canada 2025
- Share of global consumers that consider privacy an important trend
- **%
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Detailed statistics
Leading consumer trends according to marketers worldwide 2026
- Top strategy to maintain targeting effectiveness amidst spreading of privacy laws & continued loss of user identifiers among U.S. advertisers
- Contextual targeting
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Detailed statistics
Strategies to maintain ad targeting effectiveness in the U.S. 2025
- Share of U.S. marketers who believe that privacy restrictions lead to decreasing ROI in social media ads
- **%
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Detailed statistics
Reasons for diminishing returns in social media advertising in the U.S. 2025

Further reports

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Digital advertising formats in the United States

Digital retail media advertising in the United States

Online marketplaces in the United States

Digital transformation in the United States

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Data privacy in digital advertising in the United States - statistics & facts

Key insights