Online advertising’s inner workings haven’t been well-known to most people. One study that Syracuse University published in January 2017 found that two-thirds of consumers surveyed didn’t know third parties had access to their data or that they were being tracked after leaving a site.

But awareness is building. Thanks to events such as the Facebook-Cambridge Analytica scandal consumers are becoming more aware of the tracking techniques used by online advertisers, which could result in changes to how marketers can target ads to users. In a poll of 60 Digiday+ members, 69 percent believe the Cambridge Analytica scandal threatens the status quo of how marketers collect consumer data. The fear is that as consumers voice opposition to the shady practices in online advertising, new regulations will restrict the information businesses can collect from consumers.

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