Privacy Challenges in AdTech

Privacy’s impact on the stack

Privacy regulation and browser changes have reshaped how advertisers collect and use identifiers. Consent management platforms, cookieless identifiers, and aggregated measurement techniques are now core parts of the ad stack.

Practical responses

• Prioritize first-party data collection and clear consent flows.
• Adopt privacy-friendly measurement: aggregated metrics, modeling and experiments.
• Work with vendors that support server-side signal handling and privacy-preserving technologies.