One technique that has grown more and more contentious in the realm of digital marketing and advertising is behavioral advertising particular audiences. However, behavioral advertising’s reliance on tracking techniques raises privacy concerns from consumers and regulators.

Online and media corporations are subject to a variety of different privacy and data protection laws in different jurisdictions. Businesses must comply with extremely complicated opt-in consent and opt-out regulations when it comes to targeted advertising. Since they depend on data brokerages and advertising technology services to compete with more established organizations that have more — and more direct — consumer interactions and data, smaller and newer businesses frequently find this to be extremely difficult. As a result, smaller businesses rely less on third-party data sharing and unwanted marketing communications, which raise regulatory concerns and scrutiny. 

Direct marketing, ad-tech, and online behavioral advertising providers should be aware of their opt-in or opt-out notifications, permission obligations, telemarketing and SMS marketing restrictions, and other legal requirements. These businesses will require a strong, full-time team of privacy and data security specialists who are well-versed in the AdTech environment to help them navigate the numerous changes in self-regulatory and regulatory frameworks.

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