The fate of each ad tech company hinges on whether or not it has a privacy strategy.
Regulators, privacy advocates and web browsers are targeting core capabilities around targeting and measurement, which affects vendor product, engineering and commercial teams.
So TripleLift appointed its first Chief Privacy Officer, Julia Shullman, in January.
Her mission is to make sure TripleLift doesn’t just comply with regulation like GDPR and CCPA, but also approaches privacy strategically, especially as third-party cookies lose viability due to Safari ITP and Chrome’s decision to drop them in two years.
“Privacy is the most pressing legal issue, if not the most pressing strategic issue in our space,” Shullman said. A large part of her role requires spotting how the company can get ahead of potential future privacy issues.
Shullman leads a cross-functional team that includes product, engineering, commercial teams as well as security and privacy experts.
And she’s not a newbie to figuring out how ad tech should navigate privacy. She previously served as VP and general privacy counsel at AppNexus, and later held the same position at Xandr. She also chaired the steering group for the IAB’s efforts around the transparency and consent framework.
She talked to AdExchanger.
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