The ad tech industry is facing a crises of sorts, depending on who you ask. The big deal is that the GDPR, and the ePrivacy Regulation to follow, place importance on transparency and user consent. And to date, those are two things the ad tech industry has been sort of lucky enough to be able to run on without a whole lot of. We’re being tracked by so many parties online. And none of us are really aware of by whom, and how these entities have our data in order to track us. There are a lot of deals made between first parties and third parties on access to our data and the ability to then serve us targeted ads. It's one of those things like health insurance, that feels too overwhelming t try to understand. But really, this is the backbone of online commerce, so it is super important for us to understand.  In this episode of The Privacy Advisor Podcast, Matthias Mattheison, who heads the Interactive Advertising Bureau in Brussels, describes the problems at hand and IAB's proposed solutions. Solutions not everyone agrees with.