Adtech remains a powerful driver of audience targeting and customer acquisition, but it has also become a compliance challenge and risk. Heightened regulatory scrutiny, evolving state privacy requirements and aggressive litigation under wiretap laws and the Video Privacy Protection Act are forcing companies to reassess how they collect, share and monetize personal data. This article covers recent trends and developments in adtech law, including enforcement focus on location, health and other sensitive data, distilling insights shared by Cooley attorneys during a firm presentation. See “Considerations for Adtech Stemming From Oracle’s $115‑Million Settlement” (Aug. 14, 2024).