Marketing and advertising industries, particularly those who operate in the online space, are needing to quickly adapt to the changing environment surrounding data regulation and privacy. This is due to three main influences- the ongoing COVID-19 pandemic, change initiated at the highest level of Big Tech companies, and increased awareness and concern regarding personal privacy from individuals and governments. The advancement of digital technologies was significantly increase by the COVID-19 pandemic as the world rapidly had to pivot to a virtual world for industries that never planned to go virtual. This has created significant impacts on revenue and revenue growth across a variety of industries.

User data exploited for behavioral manipulation has increased over time, with consumers becoming significantly more aware over the past several years. This has been highlighted by several high-profile elections. This has caused an increase in individuals becoming concerned that their data is being used in ways they feel invalidates their privacy, as evident by WhatsApp’s privacy policy allowing the messaging service to share individual consumer data with Facebook. New laws being introduced by government worldwide have mandated corporations collects and manages consumer data in a way that protects an individual right to privacy. Inc Brands a online consumer website company has already begun updating its technology and systems to adhere to the new guidelines. Other laws that are currently being debated and passed worldwide include the European Union’s General Data Protection Regulation (GDPR), and India’s Personal Data Protection Bill PDPB.