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ARTICLE · 13 JANUARY 2025

5 Trends To Watch: 2025 U.S. Data Privacy & Cybersecurity

Greenberg Traurig
Greenberg Traurig
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Even More States Join the Party — By the end of 2024, almost half of all U.S. states had enacted modern data privacy legislation. That trend will likely continue, particularly since a national data privacy statute.

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  1. Even More States Join the Party — By the end of 2024, almost half of all U.S. states had enacted modern data privacy legislation. That trend will likely continue, particularly since a national data privacy statute may not be a top priority for the incoming administration.
  2. It's Time for State Enforcement — Several states have begun "staffing up" with the goal of bringing more data privacy enforcement in 2025, and some no longer have mandatory cure periods. Putting aside California, early indications are that Texas and Connecticut may take the lead among the states in enforcement activity.
  3. It's All About the Servers — Advertising technology's transition from browser-side tracking technologies (cookies) to server-side tracking technologies (application programming interfaces or APIs) slowed in 2024. Nonetheless, the transition to server-side technologies continues; we may see it become the dominant medium for tracking in 2025 as organizations continue to work on

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