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Privacy-enhancing technologies (PETs) are the industry’s latest attempt to program privacy compliance into data-driven advertising.
But it’s not enough to just hire a vendor and check privacy off your to-do list.
“Technology is not a silver bullet – internal governance needs to be put in place,” said Jessica Lee, partner of law firm Loeb & Loeb, at AdExchanger’s Programmatic I/O conference in Las Vegas earlier this week.
To reconcile business goals with privacy risks, ad tech must weigh the pros and cons of what could go wrong, with the greatest threat being “the risk of re-identification,” Lee said.
Ironically (and, perhaps, unsurprisingly), the tighter the clampdown on data collection, the more the industry flounders to find data elsewhere, despite the broader shift toward aggregate audiences and cohort-based targeting.
Fingerprinting, in particular, is the elephant in the room. It just doesn’t pass the privacy sniff test. But it’s hard to enforce compliance, which is why, at least for now, Apple’s ATT only prohibits the practice on paper.
What’s good for business doesn’t have to be bad for privacy, but that’s unfortunately often been the case.
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