Digital marketing is evolving at a rapid pace with companies increasingly using new technologies to focus marketing campaigns, create consumer-relevant content, and reinforce consumer reach. Advertising technology is laden with complex regulatory and compliance issues around content and brand safety, data privacy legislation, data rights and ownership, and allocation of risk and responsibility when negotiating agreements. These issues raise real concerns that can affect the performance of advertising campaigns, as well as an advertiser’s bottom line.

Advertising technologies help corporations improve reach and target campaigns by leveraging data to understand consumer preferences and patterns, anticipate trends, customize product offerings, streamline communications and increase revenue. These activities generate vast amounts of consumer and individual data that needs to be stored, shared, processed, managed and deleted. There is increased scrutiny over the use of AdTech in light of recent regulatory intervention and industry shifts that have elevated these issues to board level.