The risks, costs and benefits of tracking technologies, such as cookies, pixels and software development kits, have been some of the most debated privacy concerns. To manage the complex legal, technical and commercial issues around the use of these tools, it is important to understand how they work and the applicable laws and regulations. The first article of this four-part guest series examined the current and future legal landscape around digital tracking. Part two took a deep dive into the types of digital data collection tools, how and why they are used, how they get added to websites and work across sites, and how marketers navigate Google’s third-party cookie deprecation. The third article provided a roadmap for organizations starting out – or working toward – crafting a comprehensive, cross-functional program for managing digital trackers. The final installment examined some of the compliance challenges and solutions specific to the digital advertising industry, as well as broader litigation risks and mitigation steps.

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