Between a potential—but unlikely—national privacy bill and both state and federal regulators beginning to crack down on the use of personal data, the privacy landscape has shifted underneath the feet of marketers.

On top of complying with laws, companies are also trying to figure out the best approach to take to privacy, whether it’s a one-size-fits-all approach, which could leave dollars on the table, or a more tailored one that is designed to comply with a patchwork of state laws.

“Brands are trying to figure out whether they’re taking a jurisdiction-specific approach or not. Obviously, the broader industry is saying jurisdiction-specific would really be really onerous. For brands, it also raises some concerns or questions about differential treatment of their customers,” said Arielle Garcia, chief privacy officer at UM.

Read more in Marketing Brew.