Ad tech isn't ready for California

Clean rooms, email-based identifiers may be in real trouble

The digital ad industry has made a big show of making preparations for a post-cookie, privacy-focused world. Much of that performance has seemingly been aimed at telling regulators - ‘we’ve got this.”

But this summer, we may find out whether all those efforts - clean rooms, first-party data focuses, new identifiers - may all be for naught. It’s not crazy to think that they could all be against the law.