The Future of Ad Tech: Privacy-Savvy Strategies for Businesses

Darren Abernethy is a Shareholder in Greenberg Traurig's data, privacy, and cybersecurity practice. As an AdTech and data privacy attorney, he is licensed to practice law in California, New York, and Washington, DC. Darren holds seven IAPP Certified Information Privacy Professional, Manager, and Technologist certifications. In this episode… Talks about shifting away from third-party cookies is pushing companies to rethink their advertising strategies and adopt cookieless alternatives. As many companies explore other AdTech solutions like first-party data collection strategies, they need to evaluate their advertising practices to ensure alignment with evolving state and global privacy laws. How can businesses effectively implement alternative AdTech solutions while adhering to evolving compliance requirements? First-party data collection, contextual advertising, and CRM-based approaches present opportunities for businesses to refine their ad targeting strategies. However, these alternatives also require companies to ask probing questions when evaluating new technologies, such as how these solutions fit within evolving privacy laws and what vendor safeguards are needed. In this episode of She Said Privacy/He Said Security, Jodi and Justin Daniels chat with Darren Abernethy, Shareholder at Greenberg Traurig, about the future of AdTech and data privacy in a world transitioning away from third-party cookies. Darren explains how businesses can take a privacy-first approach to implementing new AdTech solutions by proactively managing vendors and keeping privacy programs up to date. He underscores the importance of modernizing vendor assessments, updating contracts regularly, and maintaining proper documentation in case of regulatory scrutiny to build trust and mitigate risks.