DigiDay Quotes Kelley Drye’s Alysa Hutnik

Partner Alysa Hutnik was quoted in a recent Digiday article discussing the challenges and technical hurdles that publishers are facing while working to implement the rules under the California Privacy Rights Act (CPRA).

Because they use emails to recognize people who have asked not to have their data shared, some ad technologies require an email address to actually enable people’s privacy preferences. Right now, for example, publishers are sharing emails and email-based IDs inside so-called clean room data environments, which are set up to ensure data security and user privacy for private marketplace ad deals between select publishers and advertisers. Yet, California’s requirements are not entirely clear when it comes to how publishers can use emails in those clean room settings to prevent targeting of people who have opted out, said Alysa Hutnik.

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