Main Street’s Digital Mandate:
What Voters Expect from Policymakers

How Americans View Digital Tools, Innovation, and the Risks of Regulation

Effective Date: January 13, 2022

This Privacy Policy forms part of our TERMS OF USE and describes how the Interactive Advertising Bureau, Inc. (“IAB,” “we,” “us,” or “our”) collects, uses, and discloses (collectively, “processes”) information of our Website visitors (“you” or “your”) through, or in relation to, our website www.internetforgrowth.com (the “Website”). Terms not defined in this Privacy Policy take their meaning from the Terms of Use linked above.

CHANGES TO THIS PRIVACY POLICY

We may, in our sole discretion, add, modify, or delete provisions of this Privacy Policy at any time. We will post the effective date of any change at the top of this Privacy Policy. Your use of our Website after the effective date of any such modification means you agree to be bound by the Privacy Policy, as modified. Please review this Privacy Policy regularly so that you remain aware of the terms and conditions that apply to you.

COLLECTION AND USE OF PERSONAL INFORMATION

You voluntarily provide personal information to us (or a third-party service provider on our behalf), such as name, zip code, or email, when you take actions such as registering on our Website, submitting a ‘story’ on our Website, or making a request for information or services. We may process this information for purposes such as responding to your requests or providing you with marketing communications or other services or communications (e.g., advocacy-related messages).

COLLECTION AND USE OF PSEUDONYMOUS INFORMATION

We may use first- or third-party “cookie” technology that can process information associated with devices that visit our Websites. Although the term “cookie” commonly is used to refer to a small text file stored on a device, we use the term “cookie” in this Privacy Policy to refer generically to any technology that can track information in relation to your visit to our Website, such as a “pixel tag.”
These “cookies” typically do not collect data from your device that identifies you directly (e.g., by name or address) but, rather, by a pseudonymous cookie ID or a mobile “ad id,” each of which is represented by a randomized set of alphanumeric characters, or perhaps an email address (oftentimes hashed). However, depending on the purpose for which such cookies are used, the third party that operates such cookies may associate your “cookie information” (such as described in this section) with other information that the third party holds internally, which may identify you more directly.

“Cookie information” typically includes such data as the referral web domain, the type of operating system and browser you are using, mobile device identifiers, IP address, pages that you visit, the date and time of your visit, how long you stay on a page, location data, information relating to activities on our Website (e.g., “clickstream” data), and other technical attributes of visits to our Website. This information may be processed for purposes such as analytics (e.g., understanding how visitors utilize our Website, visitor demographics), advertising (targeted or otherwise) and related measurement purposes (e.g., understanding the effectiveness of ads served on our behalf on other websites or ads served on our Website, tracking open rates and clickthroughs from our emails), and storing information so you don’t have to re-enter them each time you return to our Website.

You may stop or restrict cookies on your computer or delete them from your browser by adjusting your web browser preferences and you should consult the operating instructions that apply to your browser for instructions should you wish to do so and in general to determine how best to configure your browser settings to meet your requirements.

Further, to opt-out of use of Google Analytics (a third-party service provider used on our Website), you can download this browser add-on: https://tools.google.com/dlpage/gaoptout. We disclaim all responsibility for, and do not control, any opt-out mechanisms provided by any third party.

Interest-Based Advertising: If a third party serves advertising to you on our Website or on another digital property on our behalf, the third party may process information about your visits to our Website or other websites around the Internet, information that we may provide it, advertisements that you interact with, or other information about you in order to serve advertisements about products and services that may be of interest to you. This type of advertising is known as interest-based advertising. In the course of serving interest-based ads, these service providers may use cookies and other technologies, such as those described or mentioned above in this Privacy Policy. IAB is a founding member of the Digital Advertising Alliance, and if you would like more information about interest-based advertising, and to know your choices about not having this information used by those that participate in the Digital Advertising Alliance, please click here: www.aboutads.info.

THIRD PARTY INFORMATION ON OUR WEBSITE

Our Website may display information from third parties, such as offers or links to third-party digital properties.

We encourage you to be aware when you leave our Website or take advantage of any offers, many of which may direct you or your Internet browser to digital properties of a third party. Even if we have a relationship with a third party you may encounter or see on our Website, these third parties or any of their websites, advertising, technology, or other content, including any cookies or other technology they may use, are neither our responsibility nor under our control and they have their own terms, conditions, policies, and practices that apply to you, including those concerning processing of your information.

HOW WE OTHERWISE USE INFORMATION

In addition to the processing of information as otherwise described under this Privacy Policy, or as otherwise disclosed at the time of information collection outside of this Privacy Policy, we may process information that we, or our third-party service providers on our behalf, collect or obtain by virtue of your use of our Website:

To create, maintain, improve, and operate the Website;
To conduct research and foster industry advocacy in line with our campaign goals;
To share with third parties, such as our service providers, so that they can assist in providing services or other uses described or otherwise set forth under this Privacy Policy, including by processing information;
To share with IAB Technology Laboratory (IAB Tech Lab) for IAB Tech Lab’s own business purposes, such as direct marketing, analytics, or market research;
When compelled by a governmental agency, law, regulation, a court, or other legal process;
If we believe you are, have or may violate any law, regulation, or our Terms of Use, or to otherwise help ensure compliance in relation to any of the aforementioned;
If we believe you are or may be a threat to safety, security, property, interests, or rights of us or anyone else;
In order to investigate, respond to, or resolve problems or inquiries or protect, enforce, or defend our rights, assets, or interests; and
In a merger, acquisition, change of control, or partial or total sale or transfer of assets, including in a bankruptcy proceeding, joint venture, or other business combination.

OPTING OUT

If you register on our Website, or otherwise providing your contact details, you are agreeing to receive information and updates about your use of our Website or our services for which you register, including marketing and transactional emails. You may opt out of receiving marketing email communications from us by following the unsubscribe instructions we will include in each email we send you.

SECURITY

The Internet is a public network and we cannot guarantee that communications between you and the IAB or others to, through, or from our Website, will be free from unauthorized access or interference by third parties. By using our Website, you are agreeing to assume this risk and any and all responsibility and liability that may arise. We have put in place reasonable procedures to help safeguard information and we limit access to your personal information to only those reasonably need access in order to perform their duties.

CONTACT US

For questions relating to this Privacy Policy, please contact us at info@internetforgrowth.com with the subject line, “Privacy Policy.”

As Congress and state legislatures advance new digital regulations—from privacy rules to ad taxes and platform restrictions—voters see the real-world costs landing on Main Street. Small businesses, consumers, and local economies would feel the impact. To understand these concerns, Internet for Growth partnered with Echelon Insights to survey 1,030 likely voters nationwide from September 5–7, 2025 (±3.4%).

Internet for Growth is a nationwide coalition of small businesses, entrepreneurs, and creators who rely on digital advertising to reach customers and grow. We commissioned this research to clarify what’s at stake. The findings are clear: voters view digital tools as lifelines. Majorities across party lines say these tools are essential for small business survival, local commerce, and consumer choice—and they are less likely to support lawmakers who make it harder for local businesses to compete online.

Download the Report

Key Insights

How Small Businesses Thrive in the Modern Economy

Voters overwhelmingly agree that digital tools are now the backbone of Main Street commerce. Nearly nine in ten say almost every business depends on them to succeed — from online advertising and social media to e-commerce and payment platforms. Across cities, suburbs, and rural communities alike, voters see these tools as essential for promotion, payments, and customer discovery. They also agree that raising the costs of digital tools would directly harm local businesses and slow community growth.

Voters Across Parties Reject New Digital Regulation

In an era of deep political division, digital regulation stands out as a rare point of agreement. Majorities of Republicans, Democrats, and Independents say they would be less likely to support candidates who vote to increase regulation of digital tools — including new advertising taxes that raise costs for small businesses. Overall, 53% of voters oppose additional regulation, while just 9% favor it. Even among Trump and Harris voters, opposition runs strong, underscoring a clear bipartisan warning to policymakers.

say personalized ads help them find local businesses. Voters see tailored advertising as a lifeline for discovery — connecting people with new shops, products, and services that power small-business growth and strengthen community economies.

agree limiting ads risks reducing access to free online content. Advertising keeps online information and services affordable. When ads are restricted, voters say families and small businesses face fewer free options and higher everyday costs.

say rules for “Big Tech” could also affect small businesses. Voters reject the idea that new regulations stop at Silicon Valley — they see direct consequences for entrepreneurs, local shops, and the customers who rely on them.

say they’d worry if higher ad costs forced small businesses to cut back or close. Voters understand that new regulations can have real consequences — threatening local jobs, limiting growth, and undermining the businesses that sustain neighborhoods nationwide.

oppose new digital advertising taxes and regulations, and most prefer one consistent federal approach. Voters want clarity, not confusion. They reject new state-level taxes or rules that raise costs, preferring a single national data privacy standard that keeps compliance simple and affordable.

Explore the full results in “Main Street’s Digital Mandate.” See how voters view digital tools, innovation, and regulation — and what it means for small businesses and the future of online growth.