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Privacy first approach to US expansion

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In recent years, the increasing collection, sharing, retention and use of personal information has come under greater scrutiny from US consumers and lawmakers, causing companies to rethink their approach to privacy, provenance, and protection. 

The Divided States of America

While European policymakers responded to data concerns by successfully rolling out the General Data Protection Regulation (GDPR) in 2018, the United States Congress tried and failed multiple times. As a result, the world’s largest national economy and leading global trader still does not have its own comprehensive federal privacy law. 

In the absence of a much-needed national privacy framework, many US states have been stepping in to fill the void. As of January 2024, thirteen US states had already enacted their own data privacy laws, while the same number again were actively considering privacy bills. Any company collecting or protecting data in these regions must now stay across and abide by individual privacy laws. An obligation that requires significantly more time, expertise, and money than it used to – while failure to comply means an even bigger risk of litigation. 

Data Privacy Tops Concerns for Americans

Without unified privacy regulation, the US data industry has acted within very few boundaries. A 2023 study found 86% of Americans are more concerned about their privacy and data security than the state of the U.S. economy.

Today, however the provenance and protection of this data is undergoing intense scrutiny. In the first half of 2024 alone, the Department of Transportation announced its first industry-wide review of data security and privacy policies across the largest US airlines, including American, Delta and United. During the same period, the US National Security Agency (NSA) was found to be buying internet browsing data without warrants and the Federal Trade Commission (FTC) began a crackdown on several major data brokers. 

Draft Federal Privacy Bill Could Change The Game

In April 2024, a new draft bipartisan US Federal privacy bill was unveiled. The American Privacy Rights Act is a significant step forward toward a long-awaited, unified approach. Amongst other things it would limit the types of data companies can collect and use, creates opt-out rights and gives the FTC, state attorney generals and private citizens the right to sue companies for privacy violations. According to Cathy McMorris Rodgers, House Energy and Commerce Committee chair, “Americans overwhelmingly want these rights.” 

As a result, collecting data in a compliant manner and successfully protecting it in a hyper privacy-focused world is fast becoming a risk many companies no longer want to take on. 

Reprogramming an entire industry

Today, the AdTech and MarTech industry is starting to approach compliance as if they operated within a regulated industry, such as finance or healthcare. 

Every month, we’re speaking to more and more US-based companies that are rethinking their approach to user privacy, data provenance and protection. By turning to compliant identity solutions that meet the world’s most stringent privacy regulations, companies can mitigate risk and reputational damage, while also streamlining data procurement efforts and reducing compliance burdens. 

What’s more it gives companies the chance to rebuild trust amongst their consumers, treating them like real people with choices instead of data-driven targets. This thought-provoking article by Anil K Pandit at Publicis Media India titled, “The erosion of consumer trust is the silent killer of digital advertising efficacy”, offers an alternative perspective on why the industry should start embracing privacy as a competitive advantage, not a regulatory burden. 

Call For Compliant US-based Data

Over the last eighteen months, WINR has been inundated with requests from global AdTech and FinTechs to extend the reach our identity graph to include the US. As of April 2024, we have successfully completed a robust compliance process and built one of the most comprehensive privacy-compliant US data sets that is currently being onboarded by our clients. 

Our global identity graph spans over 30 countries across the EU, US, Canada, Latin America, Asia-Pacific, Australia and New Zealand. Adding significant volumes of US data wasn’t in our immediate product roadmap however we are committed to support our clients’ global data ambitions.

Through just one contract and one integration, our clients can access high-quality compliant data through a single access point.   

For more information on WINR’s international data asset, please reach out