In 2021, the private sector got serious about data privacy, led by Big Tech gatekeepers such as Google and Apple, who are making it harder for businesses to track consumers without their consent on desktop and mobile. The privacy startup sector exploded, and adtech vendors rolled out new trackers left and right to fill the gaps left by cookies.

But the glut of new solutions does not mean that martech, much less the private sector as a whole, has figured out how to prepare for the future of data privacy. Here are five privacy predictions to keep an eye on in 2022. It would be in your best interest to determine how you and your company are affected.