David Wheeler, Intellectual Property Partner and leader of NGE’s Cybersecurity & Data Privacy team, was quoted in AdExchanger‘s article “Putting UID2 Under the Legal Microscope.” The piece examines class-action lawsuits challenging The Trade Desk’s Unified ID 2.0—a privacy-focused alternative to cookies—under decades-old statutes like the California Invasion of Privacy Act and the Video Privacy Protection Act. These cases raise fundamental questions about consent, pseudonymization, and whether laws written for wiretapping and video rentals should apply to modern ad tech. If courts side with plaintiffs, the outcome could reshape the industry and its approach to privacy.
To read the full AdExchanger article, click here.
