As the calendar turns to 2025, businesses across industries are gearing up for significant changes in consumer privacy laws in many states. These changes promise to reshape how companies collect, store, and use customer data—with major implications for marketing strategies, website development, and advertising practices.
At Imaginuity, we’re staying ahead of the curve to ensure our clients are prepared, compliant, and empowered to succeed in this new era—whether it’s on our Pylot® platform, part of any custom web development efforts, or through any of our other service offerings.
Here’s what’s happening, why it matters, and how you can get ready.
What’s Changing in Consumer Privacy Laws?
The new wave of privacy laws builds on regulations like GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act). Laws such as the California Privacy Rights Act (CPRA) and others across the U.S. emphasize:
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Enhanced consumer rights: Greater control for individuals over their data, including opt-in consent requirements (often referred to as cookie consent) and easy data deletion requests.
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Transparency requirements: Businesses must clearly disclose what data they collect, why, and how it’s used.
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Stronger compliance measures: Companies face stricter rules for data minimization, encryption, and secure storage—with hefty fines for violations.
These regulations apply to companies of all sizes that collect consumer data, whether through websites, advertising campaigns, or other digital marketing activities.
How These Changes Affect You (and Us)
The new privacy landscape will impact nearly every facet of digital marketing. Here’s a breakdown of how our core services are adapting:
Website Development
Your website is your digital storefront whether B2B or B2C, and it’s now ground zero for compliance. Our team is:
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Partnering with a best-in-class privacy management solution provider to improve compliance, cut costs, and enhance business innovation and customer trust by encoding privacy directly into our business systems and platforms.
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Implementing a robust consent management system to ensure seamless handling of cookie preferences and user data opt-ins (often achieved through a well-designed cookie consent banner).
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Updating forms to ensure data collection is limited to what is strictly necessary.
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Enhancing site security with encryption and privacy-first features to meet legal requirements.
Paid Search and Media Buying
The loss of third-party cookies and stricter data-sharing rules are reshaping how we approach paid media. Here’s how we’re preparing:
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Transitioning to first-party data strategies and leveraging offline user data to reach audiences without intrusive tracking. This information can be uploaded to publishers using hashed data to prevent sharing protected data.
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Collaborating with platforms like Google and Meta as they roll out privacy-focused tools like Google’s Privacy Sandbox and Meta’s Conversions API.
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Rethinking performance measurement by focusing on modeled conversions and attribution methods that respect user privacy.
Organic Search (SEO)
SEO offers a privacy-friendly path to engage audiences. We are leading our clients by:
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Prioritizing high-quality, user-focused content that ranks organically without relying on invasive data collection.
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Leveraging privacy-compliant analytics tools to track performance while respecting user rights.
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Encouraging clients to invest in SEO as a long-term strategy to mitigate the impact of reduced ad targeting capabilities.
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Following best practices and adhering to data privacy regulations.
What Brands Need to Know
1. Compliance is essential. Non-compliance isn’t just risky—it’s costly. Beyond fines, businesses risk losing consumer trust, which can be even harder to recover.
2. Start small, think big. Begin by auditing your data practices: What data do you collect? Is it essential? Are you transparent about it? Then, invest in tools and strategies that prioritize privacy and user trust.
3. Leverage privacy as a differentiator. Consumers are increasingly valuing brands that prioritize their privacy. By adopting transparent practices, you can build stronger, more loyal customer relationships.
How We’re Supporting You
In the rapidly evolving world of consumer privacy, we’re not just reacting to these changes—we’re leading the charge. Our team of experts is:
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Continuously monitoring regulatory updates to keep you informed.
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Partnering with leading tech platforms and solution providers to offer privacy-compliant solutions.
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Offering tailored strategies to help you thrive in a privacy-first world.
Whether it’s updating your website, refining your advertising campaigns, or rethinking your data strategies, we’re here to help every step of the way.
Let’s Prepare for the Future Together
Consumer privacy isn’t just a compliance issue—it’s an opportunity to strengthen trust, innovate your marketing, and future-proof your business. As we enter 2025, we’re excited to navigate this new era with you.
Have questions or need guidance? Reach out to us today to learn how we can support your business in adapting to these important changes. Together, we’ll ensure that you’re not just compliant but confident in your path forward.