OpenX POV: Impact of Privacy Regulation on the Adtech Ecosystem
The US privacy landscape is changing a rapid, dare I say schizophrenic, pace. Individual US states are passing their own bespoke regulations, all while federal legislation looms on the horizon.
In this session with Julie Rooney, OpenX's Deputy General Council and Head of US Privacy, the fragmented regulatory mess was fully displayed.
Rooney provided quick updates on COPA and VPPA , along with the implications of the Washington "My Health My Data Act."
The importance of explicit consent in data processing and the role of the FTC in enforcing privacy laws were emphasized. For example, the pass-through style of privacy consent management appears to be a thing of the past. Now, brands will need to manage consent across every data touchpoint.
Rooney provided a few ideas for businesses to future-proof against regulatory changes and the significance of partner diligence in the ad tech ecosystem.
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