What do data privacy laws mean for mobile marketers? | Adjust

The American Privacy Rights Act of 2024 (APRA) is a proposed U.S.
federal privacy law that, if enacted, will significantly impact mobile marketing by limiting access to device-specific data for attribution and optimization.
Similar to the GDPR, APRA focuses on consumer data protection, consent, and deletion policies.
This shift forces marketers to adopt next-generation technologies such as incrementality testing, marketing mix modeling, and predictive LTV, powered by AI and machine learning, to derive insights from aggregated, anonymized data.
While device IDs remain usable with consent, these new methods ensure compliance with evolving global privacy frameworks.
The article emphasizes that adjusting to these changes is crucial for maintaining app growth, and highlights Adjust's solutions as future-proof tools for mobile measurement in the privacy era.