Privacy-Enhancing Technologies in Ad Tech

Privacy-Enhancing Technologies Overview

Digital advertising is evolving. Technology platform changes, privacy regulations and shifting consumer expectations are forcing the ads industry to reimagine digital advertising while paving the way for a privacy-first digital advertising ecosystem.

This new normal is not isolated to one single team, department or industry. To continue to drive performance in this new era of advertising, businesses must take action now to explore how privacy-enhancing technologies can usher in a new era of digital advertising centered on protecting user privacy.

Deloitte’s Marketers Guide to Privacy-Enhancing Technologies (PETs) is a resource designed to equip marketers with tangible ways to prepare for the use of PETs within their organizations and with vendor partners. It highlights key trends that provide insight into where the industry is going; core PET use cases for identity matching, activation, attribution, measurement and re-targeting; and actions to take today to prepare for the future.