As Privacy Concerns Make the Internet More Opaque, Can Ad Tech Keep Its Promise?

New regulations spur a whirlwind of accountability proposals

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As Europe’s strict stance on internet privacy continues to gain traction across the globe, advertisers are struggling to balance their need for audience targeting data with increasing demands for privacy.

Regulations like GDPR hit at the heart of the programmatic advertising industry, which relies on personal information to make good on its main value proposition: “the right ad to the right person at the right time.”

In response to the growing public unease with how consumers’ data is being collected and used, the tools long used by the ad-tech industry are



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