Solutions › Privacy & Security
AdTech & Digital Marketing Risk Management
Organizations today rely on online tracking technologies to drive customer growth, optimize advertising spend, and improve digital experiences. But as AdTech becomes more sophisticated, so do the associated privacy, regulatory compliance, and litigation risks
FTI Technology’s AdTech & Digital Marketing solutions help organizations reduce exposure, strengthen governance, respond to litigation, and gain full visibility into how tracking technologies collect and transmit data across websites and mobile apps.
How We Can Help
Whether driven by compliance and preemptive remediation, or in response to litigation or regulatory enforcement request, clients trust our deep experience and industry-leading expertise to deliver:
-
Website, Consent Management, Tag Management, and Other Remediation Our team is experienced in working with clients to respond quickly and effectively to litigation, regulatory enforcement actions, and compliance issues including:
- State privacy enforcement actions, e.g., CCPA violations
- Litigation alleging violations of CMIA, VPPA, CIPA, ECPA and others
- Compliance with privacy laws such as CCPA and GDPR
-
Strong Technical Expertise
We have wide-ranging experience with diverse data environments, including off-the-shelf and in-house enterprise platforms and applications. -
Effective Program Execution
Our team translates high-level requirements into executable project plans and uses an array of workflows to fit the specific parameters of the project - from proven, out-of-the-box methods to custom processes designed specifically for the client’s business model.
Our Solutions
FTI Technology combines privacy expertise, forensic analysis, and technical depth to help organizations understand and remediate AdTech risk, and establish defensible AdTech governance policies, standards, and structure.
AdTech & Digital Marketing Governance Program Design
In addition to consent management, organizations should have an established AdTech governance process in place to ensure the many changes from regulators, the business, and marketing are continually in compliance. We help clients build a defensible governance framework with clear data collection requirements, consent logic, roles, responsibilities, and compliance standards.
Ad Tracker & Pixel Forensic Analysis
FTI Technology employs proprietary platforms and other data and analytics techniques to accelerate collection, analysis, and reporting to gain visibility into every tracker firing across your digital properties - including transmitted data elements, receiving parties, and high‑risk behaviors. We offer:
- Fully equipped technology stack at the ready to collect, store, and analyze ad tracker request data
- Established and defensible workflows
- Expert analysis performed by our experienced forensics team
Tracking Technology Remediation
Implementation of a consent management tool is a great step forward in establishing a threshold of compliance with data privacy requirements, however, many of these systems require customization and complex back-end controls to address compliance across the full lifecycle of data collected from websites. Key areas of review and remediation include:
- Implement compliant consent and suppression logic, update tag manager configurations, and remediate risky tracking configurations
- Global Privacy Control (GPC), double opt-in, universal opt-out, persistence of choice, symmetry of choice, Do Not Track (DNT), online systems integration, tracking technology categorization, offline controls, AdTech governance, continuous audit and validation
Marketing and Privacy Advisory & Technology Implementation
Services include helping organizations align their marketing technology ecosystem with global privacy regulations, enabling real‑time consent enforcement, deploying continuous monitoring and drift detection, and audit-ready evidence and reporting.
Privacy Engineering
Establish continuous, risk-based monitoring workflows that operationalize AdTech governance and supplement the broader privacy program including integration requirements across systems, CMP categories and consent logic, tag firing and suppression rules, and client-side and server-side enforcement.
Advertising Ecosystem Vendor Assessment & Contractual Due Diligence
Evaluate AdTech partners and third‑party vendors to reduce downstream risk and strengthen contractual protections.
Expert Witness & Privileged Consulting Support
Support litigation and regulatory response with expert testimony, technical analysis, and defensible documentation.
- Extensive expert testifying and expert report experience
- Expertise in cookie banner behavior analysis, remediation, and attendant non-testifying or testifying expert support
Related Resources
White Paper
Data Privacy Enforcement Against Advertising Analytics, Trackers and Pixels
This paper explores the growing legal and regulatory risks associated with the use of advertising analytics technologies, such as trackers and pixels (also known as "AdTech") across industries. These tools, while commonly used for marketing and consumer behavior analysis, can inadvertently collect and share personally identifiable information (PII), including sensitive health data, leading to privacy violations.
Blog Post
The Overlooked Regulation Quietly Undermining Privacy Compliance
Most organizations have become aware of the active data privacy enforcement environment in California, with recent increases in California Consumer Privacy Act and California Privacy Rights Act regulatory sweeps, litigation and penalties. However, a lesser-known legacy law from the 1960s, the California Invasion of Privacy Act, is currently driving significant litigation in the privacy space, and creating risk exposures for companies, even if they have implemented controls in full compliance with other state data privacy laws. Tens of thousands of demand letters and more than 4,000 lawsuits have been filed under the California Invasion of Privacy Act , many related to website practices that plaintiffs allege violate the law’s protections.
AdTech & Digital Marketing Privacy Compliance Services
Organizations are grappling with an increasingly complex digital advertising landscape—managing thousands of domains, navigating evolving privacy laws, and determining what “reasonable compliance” truly looks like across disparate teams and technologies. In this environment, businesses need streamlined programs to govern ad tracking technologies, automate compliance workflows, and stay ahead of evolving regulatory demands and litigation threats.
AdTech & Digital Risk Management Services
FTI Technology’s AdTech & Digital Marketing Risk Management Services help organizations reduce privacy, compliance, and litigation risk associated with online tracking technologies. Through forensic tracker and pixel analysis, governance program design, consent and tag‑management remediation, vendor due diligence, and expert litigation support, FTI provides a data‑centric, defensible approach to understanding how tracking technologies collect and transmit information. With deep technical and legal expertise across industries, FTI helps clients strengthen AdTech governance, improve data transparency, and respond confidently to regulatory inquiries and digital‑risk challenges.