Privacy-Enhancing Technologies in Adtech and Consumers’ Perceived Privacy Violations

In response to growing consumer privacy concerns and governmental regulations, privacy-enhancing technologies (“PETs”) are being developed in the AdTech space to allow ad targeting while limiting the flow and use of user data relative to current practices. Will PETs succeed in alleviating consumers’ privacy concerns? A recent study by Professors Kinshuk Jerath and Klaus Miller suggests that PETs can reduce consumers’ perceived privacy violations relative to current practices. The reducti