In an op-ed for AdExchanger, Eyeota Chief Technology Officer Pieter de Zwart writes the advertising technology industry needs to better address consumers’ privacy concerns. He writes the industry has not historically taken those concerns seriously; however, they can start to do so by giving users more control over their information. He adds adtech needs to take a look at its attitude toward cookies. “We also need to stop pretending that the answer is solutions leveraging cookies, such as single sign-on or universal IDs. Most cookie opt-out solutions use cookies, which is shortsighted and incredibly ironic,” de Zwart writes. “That’s a prime example of another short-term solution for a long-term problem.” Adweek also takes a look at how brands can start to look at privacy as a selling point. 
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