'Trust arks:' Preparing for the adtech privacy storm
Briefly

Customers will be increasingly empowered by tech and consumer protection laws overcoming privacy self-management malaise.
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Failures to honor customer preferences will be surfaced and maintained in cross-consumer relational matrixes for which there are ineluctable logs.
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Regulators will become so much more tech savvy and enabled as data privacy forensic tech becomes widely available as will the researchers that support consumer protection.
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Martech/adtech and the advertisers they support need to start co-managing building "trust arks" not just to survive the deluge or comply, but to seize what is just on the horizon: real, connected, fair engagement and value-exchange.
Commit to radical transparency.
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Harden the data ecosystem with demonstrable artifacts.
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Commit to fairness and real value exchange.
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Seek meaningful feedback.
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Give real meaning to existing business customer relationship.
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The alternatives are less than desirable.
Read at iapp.org
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