Where are tracking cookies and cookie consent headed?
Regulators are tightening expectations around cookie consent, exposing how tracking persists through supercookies and loopholes. With third-party cookies lingering, enforcement focuses on real user choice, not banners. New UK rules ease low-risk uses while AI reshapes consent operations. The future demands adaptive, accountable, risk-based data practices across global digital ecosystems.
Expanding frontiers in consent and data privacy: Class actions without a data breach
Privacy litigation is expanding beyond data breaches to include routine data use, tracking technologies, and insufficient consent. New interpretations of laws like the CCPA and BIPA, plus wiretapping and video privacy statutes, are fueling class actions. Companies now face liability for consent failures—even without breaches—underscoring the need for robust consent mechanisms.
EU digital advertising under scrutiny: From consent frameworks to surveillance-based ads
The EU is intensifying scrutiny of digital advertising, targeting tracking-based models and redefining personal data. Legal rulings challenge IAB Europe's TCF, confirm shared GDPR liability, and outlaw key consent practices. With the DSA and DMA adding pressure, the shift toward privacy-first, consent-driven, and less intrusive ad models is accelerating across Europe.
Consent isn’t a dirty word - Turn consent into a brand advantage
Consent Management Platforms (CMPs) help businesses operationalize privacy by capturing, managing, and auditing user consent. They're essential tools for brands navigating modern data protection laws like GDPR, CCPA, and others.
Rethink your marketing approach to data privacy consent, cookies, and compliance
It’s been a time of considerable uncertainty for marketers and the digital marketing discipline as a whole. With GDPR and other data-privacy focused regulations introduced (and often shifting), roadblocks en route to implementing the e-Privacy Regulation in the EU, lack of clear guidance on adtech practices, and a lot of back and forth on whether third-party cookies are on the way out or not, there are more questions than answers. But the bottom line for marketing teams is whether there is a sweet spot where they can balance personalization with privacy and consent with compliance.
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