Adtech

What Marketers Need to Know

In response to calls for more consumer transparency and control, major developments have been impacting the digital advertising world. With the shift away from universal personal identifiers, all marketing stakeholders will need to keep up to date with the new solutions being developed.

On the web, browser-level blocking, third-party ad-blocking apps, and new laws like Europe’s General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) are leading to the gradual phasing out of the third-party advertising cookie. Shifts to protect consumer privacy are also happening on mobile operating systems, causing marketers to rethink their tracking and targeting practices.

The CMA’s Working Group on Adtech helps formulate CMA positions and activities in response to major changes shaping the digital advertising ecosystem.

The CMA is monitoring industry and government-led developments and is committed to keeping marketers informed. This page will be updated on an ongoing basis.