Advertising Technology

AdTech powers the Internet. Targeted advertising remains a mainstay of the online and mobile ecosystem.

Thanks to personal data-driven technologies, companies can optimize their marketing spend by delivering highly-tailored insights into consumer preferences. Yet, recently-enacted laws with global impact and high-profile privacy and data security events with associated industry scrutiny, have major implications for the use of AdTech. Companies that create and support these personalized ad engines, and those that leverage the resulting insights, must carefully navigate an increasingly complex legal, regulatory, and self-regulatory landscape.

Kelley Drye’s multidisciplinary team of attorneys supports businesses across the AdTech chain, from the launch of new services, platforms, and data use cases, to ongoing regulatory compliance on a global level. Our areas of AdTech focus include:

  • Product and analytics counseling
  • Privacy compliance and training
  • Data security due diligence and design
  • Implementation and certification with self-regulatory frameworks, including the Digital Advertising Alliance (DAA), Network Advertising Initiative (NAI), and Interactive Advertising Bureau (IAB)
  • Advocacy and defense around investigations and enforcement
  • Policy and public comment development and review
  • Corporate and technology transactions, including M&A due diligence

Our attorneys are leaders at assessing risks relating to the collection, use, and transfer of consumer data and developing practical solutions for clients to meet their business objectives. We work with an extensive client base in and around the AdTech space—B2B and B2C AdTech platforms, data and analytics software providers, communications, wireless, and media companies, Internet service providers, online retailers across industries, and Software as a Service (SaaS) providers, to name a few—helping them understand and keep up-to-date with the rapidly developing U.S. and international legal framework for AdTech, and develop strategies to drive competitive success, while avoiding regulatory scrutiny and reputational risk.

Team Members