The onslaught of privacy regulations has impacted every industry and, while it seems that no industry can be flat footed – from auto manufacturers to ecommerce platforms – one in particular has had to remain especially nimble: the advertising technology (Adtech) industry.

 The Adtech industry has struggled with privacy regulations, including the CCPA, but it has taken the reins of the challenge. Some players have added language to their agreements to ensure they are considered service providers, while others are focused on the definition of personal information and developing systems to ensure the data they receive or share falls outside of it. While the effectiveness of these solutions and whether they are compliant with the CCPA will likely be tested in the coming year, they give companies in the Adtech ecosystem a few attractive options for compliance with the requirement to allow consumers to opt out of the sale of their personal information.

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