How Ad Tech Is Grappling With Consumer Consent Issues

And what changes are coming next year

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Opt outs don't necessarily mean data can't be used. Getty Images

The IAB Tech Lab is proposing technical standards it hopes will ready its members for the fast-approaching California Consumer Privacy Act, or CCPA, legislation geared toward shining a light on data brokerage and giving consumers more control over how ad tech accesses data.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.