On average, US consumers will spend over 8 hours a day with digital media, dropping data breadcrumbs all the while. As more states pass comprehensive privacy legislation, it will keep getting harder for advertisers to take advantage of consumer data.

Key Question: How do consumers feel about online privacy, and how is data protection legislation, regulation, and enforcement influencing digital advertising strategies?

Key Stat: Only 9.9% of US consumers feel they always understand what they’re consenting to when they accept cookies, according to our survey data.