Avoiding Tracking Risk: Data Practices That Create Exposure

Tracking technologies are central to modern marketing, but they are also driving a growing wave of regulatory scrutiny and litigation in the United States, often under legal theories that extend beyond traditional privacy law. At the same time, regulators globally, particularly in the EU, are shifting their focus. The question is no longer just whether a company obtained consent, but whether its underlying data practices are proportionate, necessary and responsibly governed. This evolution is elevating data minimization, retention discipline and a clearer understanding of data flows as core expectations. This panel will examine how tracking practices create real world risk, how regulators are evaluating these issues, and how more disciplined data practices can reduce exposure without undermining key business objectives.

What you will learn:

• The current legal, regulatory and operational challenges facing tracking technology use today.

• Where consent and consumer choice break down in practice, and why that matters.

• How to manage retention, deletion and downstream data sharing risk by aligning teams around more defensible data practices.

Sponsored by Baker & Hostetler