Organizations should have a comprehensive governance program to adequately address the complex, significant, and growing legal and business risks that tracking technologies present. In this third installment of a four-part guest article series, seasoned privacy attorneys Julie Rubash of Sourcepoint, Michael Hahn of IAB and Leslie Shanklin of Proskauer provide a roadmap for organizations starting out – or working toward – crafting a comprehensive, cross-functional program for managing digital trackers. Part four will focus on digital tracker compliance challenges and solutions, including those specific to the advertising industry. Part one examined legal regulation and use risks around online tracking technologies. Part two took a deep dive into the technical workings and types of digital data collection tools. See “Benchmarking the Impact of State Privacy Laws on Digital Advertising” (Oct. 11, 2023).

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