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Key Findings

• Measurement as table stakes: Digital measurement has become required for running mobile marketing campaigns because measurement has proven to significantly increase ROAS and support advertiser competitiveness.
• Feature satisfaction but concerns about privacy compliance: While generally satisfied with their measurement solution features, advertisers are concerned about the impact of non-compliance with privacy laws and regulations on their reputations. In both the U.S. and the UK, almost three quarters of respondents (73% in both countries) were “concerned,” “more concerned,” or “very concerned.” In Germany, more than half (53%) of advertisers surveyed were “concerned,” “more concerned,” or “very concerned.”
• Top privacy compliance concerns: Across the three countries, the top concerns were:

• Privacy protection and compliance (81%)
• Physical and environmental data security (80%)
• Compliance with privacy protection laws and regulations (79%)

• Risks of non-compliance: Privacy law enforcement actions are not rare. Companies face a 1 in 3 chance of an investigation, and most investigations find non-compliance, leading to a fine that averages 2.9% of annual revenue or about $40 million – with significantly higher fines in the U.S.
• The future: Nearly 80% of respondents are confident that industry players and organizations will find new solutions that will keep measurement at the current level of efficacy.

“Advertisers have been navigating an evolving privacy landscape in Europe since the enforcement of GDPR, so it’s not surprising to see that on the one hand, compliance is top-of-mind, but on the other, there’s confidence that measurement solutions can adapt to any changes,” said Gal Ekstein, General Manager, EMEA and LATAM, AppsFlyer. “As an industry, we have a responsibility to ensure that measurement and compliance go hand-in-hand, so that advertisers can continue reaping the benefits, both now and in the future.”

“For advertisers that run mobile campaigns, using digital measurement is not optional and having the right measurement partner in place is critical to protect advertisers from being fined for non-compliance with privacy rules,” said Karsten Weide, Vice President, Media and Entertainment, IDC. “We also found that being investigated for non-compliance is not a rare occurrence. There is a one-in-three chance for this to happen, and when it happens, one is likely to be found non-compliant, and be slapped with a penalty. And fines are quite stiff: Almost 3% of annual revenue or $40 million on average – with penalties being even more severe in the US.”