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Dec. 18, 2024

Advertising Opt‑Outs Drive New Privacy Strategies in 2025

  • Matt Fleischer-Black
    Cybersecurity Law Report
The advertising industry faces increasing scrutiny from state AGs as a growing number of U.S. individuals gain the right to directly opt out of targeted ads. Google’s abandonment in July of its antiquated plan to eliminate the third-party tracking cookie in its Chrome browser came too late to stop adtech’s switch to other cookieless personal identifiers – which are now drawing regulator interest. This article discusses Google’s promises and the looming decisions confronting adtech companies and their business users, and examines six compliance areas that adtech should consider in the coming year. It includes commentary from adtech privacy experts from BakerHostetler, the Digital Advertising Alliance, DoubleVerify, Frankfurt Kurnit, In-House Privacy, Sourcepoint and Yahoo, offered during two November panels. See “Navigating Government Investigations of Privacy Practices” (Sep. 4, 2024).

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