The "ad tech ecosystem" is a web of interconnected technologies and intermediaries that facilitate targeted advertising based on consumer data, and supports the free internet while providing users with promotional content relevant to their interests. However, in recent years, lawmakers and consumer advocates have highlighted the dangers associated with the unregulated use of consumer data for advertising purposes, prompting a flurry of legislative action at both the state and federal levels. These various laws and proposed bills impose new challenges on the ad tech industry--threatening to fundamentally change the way the business operates. However, through innovation and creative thinking, the industry will be able to retain the many benefits of targeting advertising, while respecting consumer privacy and complying with legislative guardrails.
"Times They Are A Changin'" - Can the Ad Tech Industry Survive in a Privacy Conscious World?,
Cath. U. J. L. & Tech
Available at: https://scholarship.law.edu/jlt/vol30/iss1/7