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Ad tech privacy feels turbulent, but it's possible to build a sustainable ad business while overcoming privacy changes and industry hurdles is possible. Creating a privacy-safe culture isn’t about reacting to new laws, it’s about building a lasting ad business. Building an effective ad business starts by building for your users, building for user behaviors. The future of ad tech means higher user engagement, which benefits everyone –a positive user experience means high user engagement and user engagement. Here's how to get started: Raising the bar above current privacy laws.