How did you get into privacy?

While data privacy and security have always been on my radar throughout my career in media, advertising, and other industries, my true immersion into the world of privacy was sparked by the evolving regulatory landscape and the introduction of regulations like the EU DMA/DSA.

Recognizing the substantial financial and reputational risks associated with non-compliance, I stepped up to focus on privacy. I saw an opportunity to leverage my understanding of data, systems, and product thinking to help my organization navigate this shift. I was drawn to the challenge of mitigating these risks and enabling compliance, and this led me to take on a leading role in our privacy initiatives.

What I quickly discovered, especially within the ad tech industry, is that privacy is incredibly dynamic and multifaceted. It requires a delicate balancing act, ensuring user rights are protected while still enabling businesses to thrive. The intricate data flows and the evolving landscape of privacy-enhancing technologies, including the responsible application of AI, present unique challenges that I find both stimulating and rewarding to address. In fact, in my previous role, I had the opportunity to work on AI governance and ethics, which further deepened my understanding of the interconnectedness between AI and privacy. This is why I continue to be fascinated by this field and its impact on the digital landscape.

How do you influence privacy practices at ID5?

At ID5, privacy isn’t just a buzzword; it’s the core of our value proposition. Leading this crucial pillar is incredibly rewarding. I play a key role in driving the adoption of privacy-enhancing technologies, such as clean room integrations and advanced encryption and decryption methods for IDs. This ensures that user preferences are seamlessly integrated into the advertising ecosystem.

Moreover, I am designing and defining the process of shifting-left privacy in our organization, proactively integrating privacy considerations into every stage of business and product development. We are moving beyond the perception of privacy as a gatekeeper and instead embracing it as an accelerator, especially as we expand into new regions like MENA and LATAM with their diverse privacy landscapes. By considering user rights from the outset and weaving them into the fabric of our solutions, we can build products and services that are both innovative and privacy-centric.

What do you think the future holds for data privacy?

The future of data privacy is dynamic and filled with exciting possibilities. We’re seeing a shift towards more privacy-preserving technologies, such as federated learning and differential privacy, which allow for data analysis without compromising individual identities. Regulations will continue to evolve, with stricter enforcement and a greater emphasis on user consent and control.

Within the ad tech ecosystem, this translates to a move away from third-party cookies and device IDs towards more privacy-centric solutions. Addressability will likely rely on a combination of contextual signals, first-party data, and privacy-preserving techniques, with an increased focus on solutions like clean rooms and differential privacy. The industry needs to find innovative ways to achieve effective cross-device and cross-platform addressability while respecting user privacy.

This is where companies like ID5 play a crucial role. By exploring and implementing privacy-enhancing technologies, we are developing innovative identity solutions that prioritize user privacy and empower publishers with control over their data, enabling them to effectively capture advertiser and ad tech ecosystem needs.

Ultimately, I believe the future of data privacy lies in creating a sustainable ecosystem where users have greater control over their data, businesses can responsibly leverage data for innovation, and trust is fostered between all stakeholders.

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