Are PETs Enough To Mitigate The Privacy Risks Of Device Fingerprinting?

“The ad tech industry’s commitment to developing PETs that meaningfully enhance data privacy and security within the ecosystem is real. Major strides have been made in this space in recent years by many industry players. That said, this change seems likely to give more personal data to more players or at least to lessen restrictions on its use. Even if that is done more safely via PETs, there are always increased risks when more personal data is changing hands or being used in new ways.” — Julie Rooney, Chief Privacy Officer, OpenX

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