The 2024 Agenda: The use of data ‘clean rooms’ will rise in pursuit of protecting privacy
Data privacy laws are set to change again next year just as data partnerships take off.
In the UK, the second incarnation of the Data Protection and Digital Information Bill has passed its third reading in the House of Commons and is expected to gain royal assent in February 2024. While it simplifies a lot of the rules surrounding data processing, it also illustrates the seriousness with which regulators continue to take any potential breach of data laws.
It is, as with the GDPR rules from which the bill is diverging, predicated upon protecting the public from abuse of their personal data. For marketers, particularly those at global brands who will need to abide by multiple sets of data regulation, the need to be extremely careful around use of data will continue into the new year. Research from analysts at Gartner found that 75% of the global population will have their data protected under regulation laws by the end of 2024.
