AdTech

The past year has seen a sharpened regulatory focus on the AdTech space in both the data protection and the competition spheres. The ICO, the CNIL and the CMA have all declared that change is required to fundamentally alter the way the industry operates, but the form of that change is yet to be determined.

We help our clients to navigate this constantly-evolving landscape, and are currently directly engaged with some of the most significant enforcement in this area, working closely with clients and regulators to tackle the complex problems posed by this fast-paced, data-driven industry.

Broad market expertise

The team combines significant commercial contracts experience with privacy expertise, enabling us to provide practical advice across the spectrum of issues our AdTech clients face - including engagements and collaborations with other industry participants to increase the value of proprietary datasets, and tackling the privacy implications of data-sharing in the real-time bidding environment.

Advice without borders

AdTech is not confined to one jurisdiction, and neither are our lawyers. The team operates on a global basis, providing multi-jurisdictional support that reflects and supports the business of our clients. This enables us to share our knowledge and experience on industry practice and regulatory activities, and to provide clients with practical, up-to-date and market-relevant advice.

Our experience includes advising
  • one of Europe’s largest outdoor advertising providers on the collection of device IDs in physical spaces in order to target advertising in those spaces more effectively
  • a well-known UK customer loyalty programme on the privacy implications of its use of advertising technology, including considering collaborations with identity aggregation providers such as LiveRamp and potential advertising campaigns run via Sky AdSmart, Facebook and Google
  • a large global data aggregator on its investigation by the ICO and subsequent (ongoing) enforcement action, in relation to the aggregation of data for marketing purposes
  • two large global conglomerates on the use of device IDs, cookie IDs and other technologies to produce insights in customer bases of several hundred million individuals each (including advising on commercial arrangements with third parties such as Zeotap and Acxiom)
  • a global ticket provider on its use of electronic advertising, and the privacy implications of profiling techniques
  • a beverages brand on its use of cookies and the privacy implications of using chatbots to interact with customers