A slew of questions. An abundance of potential answers. And no clear path forward. That’s what the future currently holds for the advertising technology space as far as privacy goes. Between Google’s phasing out of third-party cookies and Apple’s iOS 14 privacy updates, there’s a lot on adtech companies’ plates and necessary adjustments are imminent.
Broadening controls and transparency for users is one piece to the puzzle, but the other is developing the means to ensure those controls and transparency are stood up and maintained. “It comes down to building technically demonstrable accountability systems that can show and demonstrate continuously that these transparency and control signals are being conformed with.”
Full article: How will adtech tackle Google, Apple privacy changes?