In today’s digital age, privacy is a growing concern for individuals, especially regarding the tracking of their activities across various sites and applications for digital advertising. However, the emergence of Privacy Enhancing Technologies (PETs) and Privacy Preserving Technologies (PPTs) presents a unique opportunity to mitigate privacy risks, streamline legal compliance, and establish trust in digital technology. PETs and PPTs have the potential to significantly enhance consumer protection online while enabling the effective use of data through technical approaches such as data aggregation, data noising, and processing sensitive data on-device or in trusted cloud execution environments. This pane will explore the concept of privacy through innovation and the incentives required for further investment in the development and adoption of PETs. Additionally, the discussion will focus on the need for international convergence on acceptable standards to establish global, accessible, tech-neutral, and affordable PETs.
