Preparing for the “privacy tsunami”

As a recent ruling against IAB Europe’s Transparency and Consent Framework (TCF) and the decision of the French data protection authority, the CNIL, to fine Google and Facebook both illustrate, the privacy landscape is in a state of near-constant change. But as these cases demonstrate, regulators are increasingly taking a privacy-first stance. To avoid suffering a similar fate, digital marketers and advertisers need to adapt practices in-line with evolving regulations and enforcement.

To date, some 137 countries around the world have enacted legislation designed to protect consumer privacy and data. Chief among them is Europe’s General Data Protection Regulation (GDPR). Since it was enacted, many other countries, including the United States, have followed suit with comparable laws.

To avoid suffering a similar fate as IAB Europe, Google, and Facebook, U.S. privacy professionals need to understand the evolving state of privacy in the United States, what it means for the industry, and what can be done to position their organizations to succeed in 2022 and beyond.

For privacy professionals that don’t have specific expertise in digital advertising, this can represent a complex and potentially dangerous blind spot. Not to mention, this is doubly true when dealing with an industry that underpins the open internet.

Read the full article in CPO Magazine.