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To understand adtech, you need your lawyers to have market-leading understanding of both technology and advertising and we can offer this expertise. We live and breathe technology with a large team of technology lawyers in the top tier of the legal directories. We also have a highly respected advertising practice, advising brands, traditional and digital advertising agencies, networks and publishers. Beyond this, we have a taskforce of experts from across our technology and advertising practices that are fully immersed in the adtech market specifically. They understand the key issues impacting the sector and advise every day on innovative solutions.

Our top ranked, commercial, corporate disputes and IP lawyers advise a number of key players in the sector, across a number of different stages in the corporate lifecycle, from start-up through scale-up to truly global. We work across all verticals, whether technology platforms, digital agencies, brands or publishers/media owners. This broad experience means that we have a holistic perspective on the market – we understand the key issues impacting the sector from both buy-side and sell-side, allowing us to provide targeted, commercially relevant, practical advice in context.

We have a wealth of experience in all of the above areas. Recent experience includes:

  • drafting and negotiating a complex global media buying deal for a market-leading global brand with a particular focus on ensuring fit-for-purpose terms for the programmatic world;
  • advising a global consumer goods leader on a sophisticated services contract with a key provider of an adtech solution that underpins a new global consumer insight data management platform containing over 1 billion records;
  • advising a leading agency group on several strategic M&A transactions with a total value exceeding £500m;
  • advising companies across the sector, including publishers, agencies and brands on data compliance strategies both relating to the implementation of GDPR and also broader data challenges (whether relating to commercialising existing data through advanced monetisation strategies or considering technical challenges involved in applying the ePrivacy Directive and new PEC regulations to the adtech stack effectively); and
  • advising an adtech scale-up on managing and successfully resolving a business-critical dispute with a leading ad network.


Our adtekr insights bring the adtech message to those who may not be technically-minded; to those who work in the marketing sector but are not marketers; and to those who are looking for a guiding light to help them through the jargon. 

You can also visit the adtekr page for more adtekr content.

Read Adtech adtekr in­sights now
Ad­vising the Board


The way the cook­ie crumbles: Google’s chan­ging ap­proach to third-party...
Last year, Google an­nounced the in­tro­duc­tion of its Pri­vacy Sand­box, an ini­ti­at­ive with a mis­sion to “cre­ate a thriv­ing web eco­sys­tem that is re­spect­ful of users and private by de­fault”. As part of this ini­ti­at­ive, Google has pledged to re­move sup­port for third-party cook­ies from its ad net­works and Chrome plat­form. From Google’s per­spect­ive, this is a pos­it­ive step for­ward: third party cook­ies are used to track users across the In­ter­net and their re­mov­al will make it more dif­fi­cult for ad­vert­isers to do this. In­deed, Google it­self states on its Ads and Com­merce Blog that “[p]eople shouldn’t have to ac­cept be­ing tracked across the web in or­der to get the be­ne­fits of rel­ev­ant ad­vert­ising. And ad­vert­isers don't need to track in­di­vidu­al con­sumers across the web to get the per­form­ance be­ne­fits of di­git­al ad­vert­ising”.So, what does this mean for ad­vert­isers who still want to tar­get users? Well, Google will re­place its sup­port for third-party cook­ies with an AI sys­tem called the Fed­er­ated Learn­ing of Co­horts (or “FLoC”) which (as ex­plained by the Elec­tron­ic Fron­ti­er Fed­er­a­tion):…uses your brows­ing his­tory from the past week to as­sign you to a group with oth­er "sim­il­ar" people around the world. Each group re­ceives a la­bel, called a FLoC ID, which is sup­posed to cap­ture mean­ing­ful in­form­a­tion about your habits and in­terests. FLoC then dis­plays this la­bel to every­one you in­ter­act with on the web. This makes it easi­er to identi­fy you with browser fin­ger­print­ing, and it gives track­ers a head start on pro­fil­ing you.Thus, in­stead of identi­fy­ing users in­di­vidu­ally, Chrome will place users in­to co­horts based on their brows­ing habits and al­low ad­vert­isers to tar­get their ads to these co­horts, rather than in­di­vidu­als. This means that ads will be de­livered to users in a more an­onym­ous way, without (ac­cord­ing to Google) in­hib­it­ing the abil­ity of ad­vert­isers to de­liv­er those ads in a tar­geted way. So, every­one is happy, right?Well, no - not every­one is ex­cited by this pro­pos­i­tion. In­deed, crit­ics have warned that the use of FLoC by Google still means that users will be tracked to some ex­tent while they browse on­line. Fur­ther, there is con­cern that group­ing users in­to co­horts could res­ult in dis­crim­in­a­tion again cer­tain groups if, for ex­ample, sens­it­ive at­trib­utes (such as race, sexu­al ori­ent­a­tion, dis­ab­il­ity, etc) are used as the basis for group­ing. It is also worth re­mem­ber­ing that Google has only com­mit­ted to re­move sup­port for third-party cook­ies; its sup­port for first-party cook­ies will con­tin­ue.In ad­di­tion to the pri­vacy con­cerns, the UK’s Com­pet­i­tion and Mar­kets Au­thor­ity (“CMA”) has launched an in­vest­ig­a­tion in re­la­tion to the Pri­vacy Sand­box to as­sess wheth­er the changes could cause ad­vert­ising spend to be­come even more con­cen­trated on Google’s eco­sys­tem at the ex­pense of com­pet­it­ors.  With the CMA in­vest­ig­a­tion and these oth­er cri­ti­cisms, Google has now an­nounced that it is delay­ing the full im­ple­ment­a­tion of the Pri­vacy Sand­box un­til late 2023.  In the mean­time, Google is still tri­al­ling FLoC in se­lec­ted coun­tries so we will have to wait and see how ef­fect­ive it is as a pri­vacy-pre­serving al­tern­at­ive for both users and ad­vert­isers alike.
Uni­ver­sal, hu­man­ist­ic: adtech
Dur­ing a speech at this year’s vir­tu­al Com­puters, Pri­vacy and Data Pro­tec­tion (CP­DP) Con­fer­ence in Brus­sels, Tim Cook (CEO of Apple) urged on­line at­tendees to “… send a uni­ver­sal, hu­man­ist­ic re­sponse...
Ad­vert­ising in a time of crisis
As the world moves to ease lock­down meas­ures, we be­gin to emerge, blink­ing, in­to a world that will have been forever altered by the events of 2020. We all hope we are past the worst from a per­son­al per­spect­ive...