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Privacy Enhancing Technologies Do Not Guarantee Privacy Compliance in Advertising Technology

Jessica Lee, chair of Loeb & Loeb’s Privacy, Security & Data Innovations practice, is quoted in an article published by AdExchanger discussing how privacy-enhancing technologies (PETs), the industry’s latest attempt to incorporate privacy compliance into data-driven advertising, are not enough for businesses to meet privacy standards.

“Technology is not a silver bullet – internal governance needs to be put in place,” said Jessica at AdExchanger’s recent Programmatic I/O conference in Las Vegas.

To resolve privacy risks and meet business goals, advertising technology must weigh the pros and cons of possible pitfalls, with the greatest threat being “the risk of re-identification,” noted Jessica.

To read the full article, please visit AdExchanger’s website.