With more than a dozen privacy laws in effect or coming into effect, digital advertising is increasingly becoming a regulated industry. While proper notice, fulfillment of opt-out rights, and post-transaction consumer requests (e.g., deletion) have dominated the enforcement and compliance landscape, attention is increasingly being paid to one of the fundamental changes in state privacy laws – their inclusion of requirements around vendor diligence and accountability.
What does this mean for SSPs, DSPS, and the rest of the digital advertising ecosystem? We will examine how personal data traverses the digital advertising ecosystem, why the privacy diligence and accountability requirements under state privacy laws are paramount in light of those data flows, changes in business practices needed to achieve compliance, and how technology solutions will need to evolve to meet these requirements.