Adtech Privacy Pain Points: Top 7 List For Effective Opt-Out Compliance

As privacy enforcement ramps up, effectively managing opt-out requirements under state privacy laws is a top risk mitigation measure. But complying with opt-outs is not just a matter of providing a consumer-facing opt-out mechanism. It is equally as important for businesses to implement a comprehensive behind-the-scenes framework to ensure consumer choice is consistently registered on the backend. This includes embedding consumer preference signals in data governance and the many channels that communicate with third-party tools and systems in scope for opt-outs. Failing to do so puts businesses at risk of only superficially addressing statutory requirements and facing legal claims that they have not discontinued the sale and/or sharing of personal information, or use for targeted advertising.