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.
Session Highlights & Takeaways
- Impact of Privacy Laws on Signal Loss
Rooney explained how privacy laws lead to signal loss in data transmission, affecting how brands and publishers operate. - Data Minimization
The concept of data minimization was discussed as a strategy to adapt to privacy regulations and reduce risks. - Children’s Online Privacy Protection Act (COPA)
Updates and potential expansions to COPA were covered, emphasizing increased protections for children and teens online. - Video Privacy Protection Act (VPPA)
Rooney revisited the VPPA, explaining its relevance today in protecting consumer video rental history and its implications in the digital age. - Washington My Health My Data Act
This new law’s broad definition of health data and its implications for privacy and data handling practices are discussed. - Explicit Consent in Data Processing
The necessity of obtaining explicit consent for processing sensitive data under new privacy laws was emphasized. - Role of Federal Trade Commission
The FTC’s active role in enforcing privacy laws and its focus on unfair and deceptive practices was discussed. - Future-proofing Against Regulatory Changes
Rooney suggested strategies for businesses to adapt to ongoing and future changes in privacy regulations. - Importance of Partner Diligence
The need for thorough diligence on partners in the ad tech ecosystem to ensure compliance with privacy laws was stressed.
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