Requirements in the five comprehensive state privacy laws that took effect in 2023, with provisions that could be open to interpretation, will broadly impact the digital advertising ecosystem. To offer clarity to the industry around the application of these laws, especially regarding practices on which regulators have not yet opined, the Interactive Advertising Bureau (IAB) recently asked nearly 100 market participants about how they plan to comply with certain new obligations. About half of the respondents were publishers of digital advertising. The rest included media buyers, technology providers, law firms and other market participants. This article discusses the key findings from the IAB survey. See CSLR’s analysis of 2023’s new state privacy laws: “The First Six Plus Compliance Measures” (Jun. 28, 2023), and “Oregon and Delaware Join the Strictest Tier” (Jul. 12, 2023).