Majority of mobile advertisers concerned about compliance with privacy laws

Anne Freer | April 16, 2021

Mobile Advertising

A majority (73%) of advertisers in the US and UK are concerned about complying with privacy changes.

That’s according to new research from AppsFlyer, the mobile attribution expert. The State of Measurement, Privacy and Compliance – Top List of Advertiser Priorities white paper reveals that advertiser concerns aren’t without merit as they have a one in three chance of being investigated for violating privacy regulations.

Digital measurement of mobile ad campaigns has become an important pillar of most campaigns because measurement can significantly improve ROAS. But as the laws have changed, many advertisers are fearing the impact of non-compliance. In Germany, just 53% were concerned about the compliance issues.

“This IDC White Paper demonstrates that for measurement technology to ensure an increased return on advertising spend and support overall competitiveness, it must enable advertisers to comply with evolving privacy regulations around the world so they avoid fines for non-compliance,” said Brian Quinn, President and General Manager, AppsFlyer.

“This is about far more than one vendor’s feature set. It’s about our industry understanding the challenges our customers will face long before they do – and future-proofing our solutions to minimize disruption as the regulatory environment evolves over the coming years.”

 Among the most important privacy concerns across all three countries were protection and compliance (81%), physical and environmental data security (80%), and complicate with regulation and laws (79%).

However, almost 80% of respondents said they were positive that companies could find a solution to keep measurement solutions effective.

“For advertisers that run mobile campaigns, using digital measurement is not optional and having the right measurement partner in place is critical to protect advertisers from being fined for non-compliance with privacy rules,” said Karsten Weide, Vice President, Media and Entertainment, IDC.

“We also found that being investigated for non-compliance is not a rare occurrence. There is a one-in-three chance for this to happen, and when it happens, one is likely to be found non-compliant, and be slapped with a penalty. And fines are quite stiff: Almost 3% of annual revenue or $40 million on average – with penalties being even more severe in the US.”

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