Privacy in Ad Tech

The Ad Tech space is going through several changes, both from a regulatory and technological standpoint. Privacy is being given priority by companies as well as legislators due to the growing regulations and awareness around the world.

Do you have consent?

Last year, Apple rolled out its AppTracking Transparency (ATT) framework in a bid to promote user privacy. The new update enables “do not track” by default and requires app developers to ask users for explicit consent before tracking their activities. The opt-in model has caused quite a stir in the advertising landscape as marketers are concerned about ways to track users on these iOS devices.

What about third-party cookies?

Google’s announcement of replacing its FLoC program with a new system for interest-based advertising called Topics API. While privacy advocates believe that Topics API will make user data less personally identifiable, advertisers are concerned if the new system will provide relevant targeting.

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Regulatory Landscape

While Big Tech is taking new initiatives toward a more privacy-friendly digital experience, lawmakers have also been proposing measures to increase transparency with regard to the data of individuals. In a series of crackdowns against certain data practices, the California AG characterized the exchange of personal information between businesses engaged in targeted advertising as the "sale" of personal information. In one of the examples, the AG pointed out that the use of third-party trackers employed for website analytics should include opt-out rights and disclosures.

Such hurdles can be avoided by having a premeditated strategy and program for information governance and privacy. Data privacy laws require transparency and informed consent for every tracking and data ingestion being performed by businesses. Additionally, some of the regulations require companies to provide users the right to access, delete, or modify any information that has been collected from them.

The current debate around IAB Europe’s Transparency and Consent Framework (TCF) is also a significant topic of discussion in Ad Tech. But it is important to understand that irrespective of the outcome of the IAB appeal, cookie consent only pertains to website visits and does not offer compliance when private data is obtained from any other method, like email, text messages, telemarketing, voice control, audio recording, video surveillance and facial recognition, or IoT devices. In such circumstances, having a system to identify the source of data and its consent will ensure compliance and fulfillment of data subject requests.

While organizations rely on cookie compliance software for managing data related to cookies, they don’t meet all the requirements that are needed for compliance in the present regulatory landscape. Organizations need comprehensive enterprise consent management tools that serve as a holy grail for managing user data and consent. Additionally, it should also be easier to locate and act upon user data when needed.

We have several helpful tools and resources to help you understand and navigate the evolving Ad Tech space.