US officials are enforcing new data and privacy initiatives that will reshape targeted advertising in the near future. The Competition and Transparency in Digital Advertising Act (CTDA) will prohibit tech companies to act as a broker for ad space customers, tremendously impacting Google. Furthermore, if passed, the American Privacy and Protection Act will protect how consumers’ personal information is used by enabling them to opt out of targeted advertising. Lastly, mobile ID may start to disappear like third-party cookies. As new legislation goes into effect to protect consumers, the digital media industry will need to adapt.