In the future, marketers could see a rise in people using ad blockers, a reduction in targeting capabilities to avoid the costs of DSRs, a shift to contextual advertising, leading to a change in ad revenue, and the growth of privacy-centric platforms, said Barber.

Companies could “change their practices, or they could align around some general set of privacy-forward principles,” said Barber, adding, “it will affect the amount of data advertisers get, the types of data they get, and changes to how that data is shared or acquired.”