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6 Minute Read | July 7, 2025

Navigating the Changing World of Data Privacy in Marketing

Marketers are walking a tightrope between using data smartly and respecting people’s privacy.

While Europe led the way in data privacy legislation with GDPR in 2018, the U.S. is now catching up. California’s CCPA was a turning point in 2020, sparking a wave of similar laws in other states since. This surge in data privacy regulations is transforming the digital marketing landscape and compelling companies and marketers to adapt quickly to meet customers’ growing awareness of data use and demand for more privacy.

Here’s what marketers need to know right now to ensure their organizations are complying with applicable laws and maintaining the privacy of their customers’ data.

The Balance Between Gaining Insights and Respecting Privacy

Marketers need data to create personalized experiences, run effective campaigns, and connect with customers. But they must take a thoughtful approach to data in today’s heightened data privacy environment.

The best way to start is to understand what data you’re already collecting through your website or other digital channels. Marketers should:

  • Check traffic sources to see where visitors are coming from.
  • Identify tracking scripts and cookies running on their sites.
  • Review data collection methods.

And, make sure your website includes a privacy policy that accurately describes how you collect and use data. Learn how to get started here.

Consent Management Platforms: A Marketer's New Best Friend

Beyond taking initial steps to understand what data you’re collecting, you need a full understanding of your data ecosystem. This is where CMPs come in.

Consent Management Platforms (CMPs) are software tools that help websites and businesses collect, manage, and store user consent for processing their personal data, especially for things like cookies and online tracking.

CMPs typically offer features such as:

  • Site scanning to automatically detect cookies and tracking scripts
  • Consent banners that adapt to a user’s region
  • Location-based rules for regional compliance
  • Data organization to streamline user preference management

Popular options like OneTrust, Cookiebot, and Iubenda each offer unique integrations and features. Marketers should take time to select a CMP that best fits their business and technical needs.

If you need help selecting the right one for your organization, we’ve explored nearly every option on the market and can help you make the right choice. Contact us to get started.



The Latest on Third-Party Cookie Deprecation

The news of third-party cookie deprecation is wildly exaggerated! Google continues to delay its deprecation plans, which they first announced way back in 2018. But this doesn’t mean that marketers shouldn’t still prepare for a world without third-party cookies.

One excellent strategy is to focus on first-party data collection. First-party data is collected directly from your customers through your own channels (such as your website, app, or email), making it highly accurate and relevant to your business needs. With first-party data, you have full control over how user data is collected, stored, and used, making it easier to comply with privacy regulations and build trust with your customers.

Other strategies like contextual marketing, intent-based marketing, and email marketing can help marketers continue to collect valuable data while honoring privacy.

Third-party cookies aren’t going away anytime soon but utilizing other methods for data collection that honors customer privacy is always a good strategy.

What You Need to Know About Google Consent Mode v2

Google Consent Mode v2 is a tool that helps your website respect your visitors’ privacy choices – especially when it comes to cookies and tracking. It works with your cookie banner or consent platform to make sure Google’s advertising and analytics tools only collect data when users say it’s okay to do so.

The latest version, v2, gives marketers more control over what kinds of data Google can use and lets you fine-tune how your site handles user data based on their choices. This offers several benefits, including:

  • Compliance: New privacy laws (like GDPR and the DMA) require you to respect user consent. Consent Mode v2 helps you do that.
  • Data Maintenance: Even if some users don’t consent, Google can still provide modeled insights, so you don’t lose sight of your campaign performance.

To get started:

  • Use a reputable consent management platform (CMP) that works with Google.
  • Make your consent prompts clear and easy to understand.
  • Test your setup to make sure everything works as expected.
  • Be open with your users about how you use their data.

In short, Google Consent Mode v2 helps you respect privacy laws and user choices while still giving you the insights you need to market effectively. It’s a win-win for you and your audience!

If you need help setting up Google Consent Mode v2, reach out. Learn more about our Data & Analytics services.

Staying on Top of and Compliant with Data Privacy Laws

At the time of this blog post publishing, 20 states have data privacy laws on the books and at least six states have legislation pending.

The iapp reports that privacy actions have become one of the fastest growing litigation types in the United States, with nearly 2,000 data privacy-related federal lawsuits in 2024. Both state and federal lawsuits are trending upward.

A chart from Thomson Reuters/Westlaw Edge showing the change in US data privacy litigation from 2020 to 2024

So, it’s critical that marketers remain vigilant:

  • Run regular site audits to catch new tracking scripts
  • Update consent management processes as data collection methods change
  • Maintain open communication with legal teams to stay informed about new regulations and best practices for compliance.
  • Keep up with new and existing privacy laws. A good CMP can help you enact or enable changes based on evolving legislation.

A proactive approach to data privacy helps businesses avoid compliance risks and reinforces a commitment to user privacy. Marketers and companies that take user privacy seriously will not only meet regulatory demands but also gain a valuable edge in building audience trust and loyalty.

Looking Ahead: Privacy as a Competitive Advantage

Customers are more aware than ever of how their data is used. Companies that make privacy a priority by being transparent, giving users control, and handling data responsibly are seeing higher customer retention and stronger brand loyalty. 

Making privacy a core part of your strategy doesn’t just help you avoid legal risks – it helps you gain a real competitive advantage by earning trust, differentiating your brand, and creating lasting value in today’s privacy-conscious marketplace.

By leveraging tools like CMPs, adapting to new data collection methods, and committing to keeping up with ongoing compliance, marketers can successfully navigate our growing privacy-focused world with confidence.

Need help choosing the right CMP or understanding the impact of data privacy laws on your digital marketing efforts? Reach out!

Authored By

Aaron Stearns

Aaron Stearns

Senior Full Stack Developer

Fred Pike

Fred Pike

Managing Director & GA/GTM Practice Lead

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<p style="margin-bottom:11px; margin-top:5px">Marketers are walking a tightrope between using data smartly and respecting people&rsquo;s privacy.</p> <p>While Europe led the way in data privacy legislation with <a href="https://www.nwsdigital.com/Blog/A-Quick-Look-at-GDPR-and-How-it-Will-Impact-Your-Organization" linktype="3" target="_self">GDPR</a> in 2018, the U.S. is now catching up. California&rsquo;s <a href="https://www.nwsdigital.com/Blog/CCPA-Privacy-Law-Regulations-Have-Been-Expanded" linktype="3" target="_self">CCPA</a> was a turning point in 2020, sparking a wave of similar laws in other states since. This surge in data privacy regulations is transforming the digital marketing landscape and compelling companies and marketers to adapt quickly to meet customers&rsquo; growing awareness of data use and demand for more privacy.</p> <p>Here&rsquo;s what marketers need to know right now to ensure their organizations are complying with applicable laws and maintaining the privacy of their customers&rsquo; data.</p> <h2>The Balance Between Gaining Insights and Respecting Privacy</h2> <p style="margin-bottom:11px; margin-top:5px">Marketers need data to create personalized experiences, run effective campaigns, and connect with customers. But they must take a thoughtful approach to data in today&rsquo;s heightened data privacy environment.</p> <p>The best way to start is to understand what data you&rsquo;re already collecting through your website or other digital channels. Marketers should:</p> <ul> <li><strong>Check traffic sources</strong> to see where visitors are coming from.</li> <li><strong>Identify tracking scripts and cookies</strong> running on their sites.</li> <li><strong>Review data collection methods</strong>.</li> </ul> <p>And, make sure your website includes a privacy policy that accurately describes how you collect and use data. <a href="https://www.nwsdigital.com/Blog/Website-Policy-Best-Practices-Privacy-Terms--Conditions-and-Accessibility" linktype="3" target="_self">Learn how to get started here</a>.</p> <h2>Consent Management Platforms: A Marketer&#39;s New Best Friend</h2> <p style="margin-bottom:11px; margin-top:5px">Beyond taking initial steps to understand what data you&rsquo;re collecting, you need a full understanding of your data ecosystem. This is where CMPs come in.</p> <p>Consent Management Platforms (CMPs) are software tools that help websites and businesses collect, manage, and store user consent for processing their personal data, especially for things like cookies and online tracking.</p> <p>CMPs typically offer features such as:</p> <ul> <li><strong>Site scanning</strong> to automatically detect cookies and tracking scripts</li> <li><strong>Consent banners</strong> that adapt to a user&rsquo;s region</li> <li><strong>Location-based rules</strong> for regional compliance</li> <li><strong>Data organization</strong> to streamline user preference management</li> </ul> <p>Popular options like OneTrust, Cookiebot, and Iubenda each offer unique integrations and features. Marketers should take time to select a CMP that best fits their business and technical needs.</p> <p>If you need help selecting the right one for your organization, we&rsquo;ve explored nearly every option on the market and can help you make the right choice. <a href="https://www.nwsdigital.com/Contact-Us">Contact us</a> to get started.</p> <hr /> <p><iframe allow="accelerometer; autoplay; clipboard-write; encrypted-media; gyroscope; picture-in-picture; web-share" allowfullscreen="" frameborder="0" height="315" referrerpolicy="strict-origin-when-cross-origin" src="https://www.youtube.com/embed/jIqyD7a6bAc?si=pplIakFGeZZVpq6S?rel=0" title="Navigating the Evolving Landscape of Data Privacy in Marketing" width="560"></iframe></p> <hr /> <h2 style="margin-bottom:11px; margin-top:5px">The Latest on Third-Party Cookie Deprecation</h2> <p>The news of third-party cookie deprecation is wildly exaggerated! <a href="https://www.nwsdigital.com/Blog/Google-Pauses-Plans-for-Third-Party-Cookie-Deprecation-in-Chrome" linktype="3" target="_self">Google continues to delay its deprecation plans</a>, which they first announced way back in 2018. But this doesn&rsquo;t mean that marketers shouldn&rsquo;t still prepare for a world without third-party cookies.</p> <p>One excellent strategy is to focus on <a href="https://www.nwsdigital.com/Blog/What-Is-First-Party-Data-Marketing">first-party data</a> collection. First-party data is collected directly from your customers through your own channels (such as your website, app, or email), making it highly accurate and relevant to your business needs.&nbsp;With first-party data, you have full control over how user data is collected, stored, and used, making it easier to comply with privacy regulations and build trust with your customers.</p> <p>Other strategies like <a href="https://www.nwsdigital.com/Blog/Google-Pauses-Plans-for-Third-Party-Cookie-Deprecation-in-Chrome">contextual marketing</a>, <a href="https://www.nwsdigital.com/Blog/Google-Pauses-Plans-for-Third-Party-Cookie-Deprecation-in-Chrome">intent-based marketing</a>, and <a href="https://www.nwsdigital.com/Blog/Google-Pauses-Plans-for-Third-Party-Cookie-Deprecation-in-Chrome">email marketing</a> can help marketers continue to collect valuable data while honoring privacy.</p> <p>Third-party cookies aren&rsquo;t going away anytime soon but utilizing other methods for data collection that honors customer privacy is always a good strategy.</p> <h2>What You Need to Know About Google Consent Mode v2</h2> <p><a href="https://support.google.com/google-ads/answer/10000067?hl=en" linktype="3" rel="noopener noreferrer" target="_blank">Google Consent Mode v2</a> is a tool that helps your website respect your visitors&rsquo; privacy choices &ndash; especially when it comes to cookies and tracking. It works with your cookie banner or consent platform to make sure Google&rsquo;s advertising and analytics tools only collect data when users say it&rsquo;s okay to do so.</p> <p>The latest version, v2, gives marketers more control over what kinds of data Google can use and lets you fine-tune how your site handles user data based on their choices. This offers several benefits, including:</p> <ul> <li><strong>Compliance</strong>: New privacy laws (like GDPR and the DMA) require you to respect user consent. Consent Mode v2 helps you do that.</li> <li><strong>Data Maintenance</strong>: Even if some users don&rsquo;t consent, Google can still provide modeled insights, so you don&rsquo;t lose sight of your campaign performance.</li> </ul> <p>To get started:</p> <ul> <li>Use a reputable consent management platform (CMP) that works with Google.</li> <li>Make your consent prompts clear and easy to understand.</li> <li>Test your setup to make sure everything works as expected.</li> <li>Be open with your users about how you use their data.</li> </ul> <p>In short, Google Consent Mode v2 helps you respect privacy laws and user choices while still giving you the insights you need to market effectively. It&rsquo;s a win-win for you and your audience!</p> <p>If you need help setting up Google Consent Mode v2, <a href="https://www.nwsdigital.com/Contact-Us">reach out</a>. Learn more about our <a href="https://www.nwsdigital.com/Services/Digital-Marketing/Data-and-Analytics">Data &amp; Analytics services</a>.</p> <h2 style="margin-bottom:11px; margin-top:5px">Staying on Top of and Compliant with Data Privacy Laws</h2> <p>At the time of this blog post publishing, <a href="https://iapp.org/resources/article/us-state-privacy-legislation-tracker/" linktype="3" rel="noopener noreferrer" target="_blank">20 states have data privacy laws on the books</a> and at least six states have legislation pending.</p> <p>The <a href="https://iapp.org/resources/article/us-data-privacy-litigation-series/#:~:text=Privacy%20actions%20have%20become%20one,Access%20articles%20in%20series" linktype="3" rel="noopener noreferrer" target="_blank">iapp reports</a> that privacy actions have become one of the fastest growing litigation types in the United States, with nearly 2,000 data privacy-related federal lawsuits in 2024. Both state and federal lawsuits are trending upward.</p> <p><img alt="A chart from Thomson Reuters/Westlaw Edge showing the change in US data privacy litigation from 2020 to 2024" height="375" loading="lazy" src="/Northwoods-2023/Blog/Article-Images/Data-Privacy-1.jpg?Large" width="640" /></p> <p style="margin-bottom:11px; margin-top:5px">So, it&rsquo;s critical that marketers remain vigilant:</p> <ul> <li><strong>Run regular site audits</strong> to catch new tracking scripts</li> <li><strong>Update consent management processes</strong> as data collection methods change</li> <li><strong>Maintain open communication with legal teams</strong> to stay informed about new regulations and best practices for compliance.</li> <li><strong>Keep up with new and existing privacy laws</strong>. A good CMP can help you enact or enable changes based on evolving legislation.</li> </ul> <p>A proactive approach to data privacy helps businesses avoid compliance risks and reinforces a commitment to user privacy. Marketers and companies that take user privacy seriously will not only meet regulatory demands but also gain a valuable edge in building audience trust and loyalty.</p> <h2>Looking Ahead: Privacy as a Competitive Advantage</h2> <p>Customers are more aware than ever of how their data is used. Companies that make privacy a priority by being transparent, giving users control, and handling data responsibly are seeing higher customer retention and stronger brand loyalty.&nbsp;</p> <p>Making privacy a core part of your strategy doesn&rsquo;t just help you avoid legal risks &ndash; it helps you gain a real competitive advantage by earning trust, differentiating your brand, and creating lasting value in today&rsquo;s privacy-conscious marketplace.</p> <p>By leveraging tools like CMPs, adapting to new data collection methods, and committing to keeping up with ongoing compliance, marketers can successfully navigate our growing privacy-focused world with confidence.</p> <p><em>Need help choosing the right CMP or understanding the impact of data privacy laws on your digital marketing efforts? <a href="https://www.nwsdigital.com/Contact-Us">Reach out</a>!</em></p> <p style="margin-bottom:11px; margin-top:5px"><span style="font-size:11pt"><span style="line-height:110%"><span style="font-family:Arial,sans-serif"></span></span></span></p>
/Northwoods-2020/Hero-Images/Hiker-Looking-Out-Over-Mountains.pngHiker looking out over the mountainsAaron Stearns & Fred Pike/Northwoods-2020/People/Aaron-Stearns.pngAaron Stearns standing in front of a log cabin with soft, warm lighting<script charset="utf-8" type="text/javascript" src="//js.hsforms.net/forms/embed/v2.js"></script><script>hbspt.forms.create({ region: "na1", portalId: "23630176", formId: "40c5bbae-05a2-42ea-94dd-1662181fd56e" });</script>/Northwoods-2023/Blog/Social-Cards/Navigating-the-Changing-World-of-Data-Privacy-in-Marketing---Blog-Social-Card.jpgNavigating the Changing World of Data Privacy in Marketing2025-07-07T00:00:00/Northwoods-2023/Blog/Social-Cards/Navigating-the-Changing-World-of-Data-Privacy-in-Marketing---Blog-Social-Card.jpgHere’s what marketers need to know right now to ensure their organizations are complying with applicable laws and maintaining the privacy of their customers’ data.3618713/People/Aaron-StearnsAaronStearnsSenior Full Stack Developer<p>Aaron is an Azure Certified senior full-stack developer with a knack for quickly making sense of complex business and technology process scenarios. With a strong focus on user experience, API development, and QA testing, Aaron provides robust web sites and tools with a focus on quality over quantity. His techniques have tamed SharePoint environments, automated multi-level enterprise workflows, and delighted users with interactive dashboards. Away from the office, Aaron enjoys gaming, drawing, and taking care of his adopted backyard wildlife. (Be sure to ask about his squirrel cookie recipe!)</p>Aaron StearnsAaron is an Azure Certified senior full-stack developer with a knack for quickly making sense of complex business and technology process scenarios./Northwoods-2020/People/Aaron-Stearns.pngAaron StearnsAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesAaron StearnsPractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesSkillLevel - NWS Data ModulesTopic - NWS Data ModulesVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data ModulesTeamAll StaffDevelopers3620312/People/Fred-PikeFredPikeManaging Director & GA/GTM Practice Lead<p>Fred Pike is Northwoods&#39; resident analytics guru and a world-renowned expert in Google Analytics and Google Tag Manager. A sought-after speaker and educator, he has led courses at industry-leading conferences, events, and organizations including Conversion XL, MeasureSummit, and SuperWeek. Fred is passionate about finding the best ways to drive website traffic and understanding user interactions. He is also an accomplished pit musician and proud owner of beloved Pekingese Xuxa, one of Northwoods&rsquo; most frequent furry visitors.</p>Fred PikeFred Pike is Northwoods' resident analytics guru and a world-renowned expert in Google Analytics and Google Tag Manager./Northwoods-2020/People/Fred-Pike.jpgFred PikeAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesFred PikePractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesSkillLevel - NWS Data ModulesTopic - NWS Data ModulesVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data ModulesTeamAll StaffLeadershipAdd-In Type - NWS Data ModulesAudience - NWS Data ModulesCategory - NWS Data ModulesCommittee - NWS Data ModulesDivision - NWS Data ModulesEvent Audience - NWS Data ModulesEvent Service - NWS Data ModulesEvent Type - NWS Data ModulesFile Type - NWS Data ModulesLocality - NWS Data ModulesModule - NWS Data ModulesPackage Type - NWS Data ModulesPerson - NWS Data ModulesPersonID - NWS Data ModulesAaron StearnsFred PikePractice Area - NWS Data ModulesProduct Version - NWS Data ModulesProductVersion - NWS Data ModulesRecord Maturity - NWS Data ModulesRecorded Webinar TopicsRegion - NWS Data ModulesResource Type - NWS Data ModulesSite Display - NWS Data ModulesNWS DigitalSkillLevel - NWS Data ModulesTopic - NWS Data ModulesData & AnalyticsDigital AdvertisingDigital MarketingPrivacyVideo Status - NWS Data ModulesVideoAudience - NWS Data ModulesVideoClassification - NWS Data ModulesVideoStatus - NWS Data Modules02025-07-07T10:46:42.84700