In an interview with AdExchanger, Jamie Barnard, CEO of privacy compliance software company Compliant, outlined his views on why the Adtech industry is an easy target for privacy and data protection enforcement. Barnard explains that adtech businesses have a target on their backs because regulators aim to enforce privacy, and the media supply chain is in a state where most companies couldn't withstand an audit of their data flows. Furthermore, compliance tools like the IAB Europe's Transparency and Consent Framework leave much to be desired, and there's no way people fully appreciate what they're agreeing to when they opt-in to the TCF. Barnard concludes, "if anything is certain, it’s that we’re moving to a future where consent – meaningful consent – will be the only way to justify data processing, at least in Europe."
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