Solutions › Privacy & Security
AdTech Center of Excellence (ACOE)
The Advertising Technology (AdTech) ecosystem, comprised of thousands of third-party vendors, is both a facilitator for digital advertising, and a target of regulatory scrutiny and enforcement. In the US, emerging state consumer privacy laws impose differing compliance obligations, while major technology platforms are forcing organizations to re-think how they use AdTech to drive critical digital advertising revenue.
FTI Consulting brings together thought leadership, experience, and expertise to solve these difficult problems. Our suite of integrated services is designed to help businesses manage and mitigate regulatory risks, optimize their data, and protect and grow critical revenue derived from digital advertising.
AdTech Center of Excellence: Calm the Storm
The increase in regulatory scrutiny of digital data collection from online tracking, emerging US consumer privacy laws, and shifts in tech platform business models converge to create a storm of regulatory and business risk for the enterprise.
The FTI AdTech Center of Excellence provides an integrated suite of services designed to calm this storm.
Integrated Suite of Services to Reduce Risk
AdTech Risk Assessment
Mitigate risk emerging from the use of online tracking technologies with an assessment of current tracking technologies against specified standards and/or industry best practices.
Leverage an FTI Findings and Recommendations Report that addresses regulatory concerns including:
- Comprehensive understanding of data collection by online tracking technologies
- Transparency and consent
- Governance
- Enabling individual rights
- Determining lawful basis to process data
- Data sharing with third parties
- Automated decision making based on profiling
- Cross-border data transfers
AdTech & Privacy Governance Framework
Assesses current-state governance via workshops, policy review and document review to develop a customized framework incorporating existing governance documentation with industry best practices. The result is a flexible and sustainable AdTech & Privacy Governance Framework aligned with your digital advertising strategy.
AdTech Data Intelligence & Optimization
Prepares the enterprise for the coming shift away from third-party tracking technologies to an optimized first-party and zero-party data approach. Design and deploy a new enterprise AdTech architecture that includes analytics of your first party data.
Managed AdTech Privacy Service (MAPS)
FTI Managed AdTech Privacy Service (MAPS) mitigates regulatory risk with a sustainable AdTech privacy governance framework via:
- Monitoring and scanning designated websites for online tracking technologies on a regular cadence (monthly/quarterly)
- Identifying new online tracking technologies on designated websites
- Mapping activity against disclosures, identifying gaps, & alerting client
- Testing consent mechanisms functionality and configuration on a regular basis
Related Resources
Case Study
One of the largest hospital groups in the U.S. was facing litigation relating to alleged data privacy violations. The organization had been using advertising analytics trackers on its websites to collect information to support digital marketing. Patients sued on the grounds that this was a breach of their privacy rights under various medical information privacy laws and wiretapping laws in California. FTI Technology provided a swift and extensive technical analysis and expert reporting to help the client understand how the ad trackers were used across its sites and whether patient data had been mishandled.
Case Study
A network of university-affiliated health care providers was named in numerous complaints and legal actions relating to improper handling of patients’ personal health information and other personally identifiable information. The complaints surrounded the system’s use of advertising and pixel trackers on its websites, which were believed to be illegally collecting personal information and transferring it to third parties. The organization engaged FTI Technology’s adtech privacy experts to provide technical scoping, data collection, and analysis of how the advertising trackers were being used on its sites.
Case Study
Dozens of lawsuits have been filed in recent years alleging that advertising analytics trackers and website pixels used to collect information to support digital marketing violate data privacy protections under existing U.S. regulations. When a global entertainment company became subject to class action litigation arguing violations of the Video Privacy Protection Act (VPPA), FTI Technology’s adtech privacy experts delivered a highly complex, technical scoping, collection and analysis exercise to inform the case.
Case Study
A growing number of lawsuits allege advertising analytics trackers and website pixels used to collect information violate data privacy protections under existing U.S. federal and state regulations. A leading U.S. health care provider became subject to class action litigation arguing violations of statelevel medical information sharing disclosure and wiretapping laws. FTI Technology’s adtech privacy experts were engaged to perform in-depth analysis in support of a formalized and defensible investigation of the company’s adtech practices, and remediation in response to the litigation.