This week we discuss the latest developments in ad tech privacy with Peter Hense. Peter is a partner at Spirit Legal, where he specializes in data privacy litigation, particularly in the area of advertising technology. In this episode we cover the Danish DPA's guidance on Google Analytics as well as CNIL's guidance on using proxy servers as a supplementary measure to combat Schrems II issues.   Also on the table: is Google Analytics 4 any better for privacy than Universal Analytics, where is ad tech headed in the future and what is the one thing Peter would change about the GDPR.   Danish DPA - press release on Google Analytics https://www.datatilsynet.dk/english/google-analytics/use-of-google-analytics-for-web-analytics   Danish DPA Q&A https://www.datatilsynet.dk/english/google-analytics   CNIL guidelines for making GA compliant https://www.cnil.fr/en/google-analytics-and-data-transfers-how-make-your-analytics-tool-compliant-gdpr

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