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Data Accuracy and Scalability: Prior to implementation, it is essential to ensure that the data intended for use is accurate, reliable, and scalable. 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Cost and Time: It can take significant time, effort, and cost to set up and maintain a DCR or other privacy-preserving technology. Timing is dependent on (but not limited to) the following factors: a. The number of data points b. The number of data sources c. How complex the data assets are d. The desired level of security e. 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Restrictions on the collection and use of personal data: Privacy regulations such as the five new state-level laws in California, Virginia, Colorado, Connecticut, and Utah, Apple’s App Tracking Transparency (ATT) initiatives, and the impending roll-out of Google’s Privacy Sandbox places limits on the types of data that companies can collect, as well as how they can use and share that data. 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They can also facilitate interoperability that allows for seamless integration of various systems and devices. Standards can aid a company in complying with regulations and industry standards, as well as enhancing its reputation and credibility. IAB and IAB Tech Lab advise the industry to prepare for new U.S. state-level privacy signaling changes, and encourage companies to support, contribute to, and consider adopting the following standards. 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