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4 Data trends to watch in 2021 Changes to privacy laws, an increase in overall digital usage because of the continuing global pandemic, social media connection. These are just a few of the areas advertisers are looking at to help them connect in 2021. Here are four ad trends that could make or break merchants year. First, privacy vs. identity More state and country privacy laws modelled after GDPR are inevitable in 2021. There s been talk of a federal privacy law in the U.S., which would help the digital advertising industry s compliance efforts. In the meantime, authenticated solutions will suck up a good deal of oxygen until the market gets wise to the risks of email alone as a total and complete solve for privacy concerns. Privacy will be the competitive advantage in 2021, and it will be interlocked with identity solutions that embrace data minimization, true privacy by design, and a non-PII approach, said Andy Monfried, CEO, Lotame. ....