Martin Tully Featured in “Companies Turn to Server-Side Tracking to Reduce Privacy Litigation Risk”

Martin Tully is quoted in the Bloomberg Law article “Companies Turn to Server-Side Tracking to Reduce Privacy Litigation Risk,” which examines how companies seeking to avoid liability for privacy violations are adopting server-side tracking as an alternative to traditional client-side analytics tools.  Server-side tracking makes it more difficult for users to detect the transfer of data to third parties, which are normally seen as “intercepting” the communications.   

The article explores the legal and operational implications of the shift, including whether the approach meaningfully reduces wiretapping liability and what new responsibilities it places on the companies that adopt it.

Martin’s remarks from the article are below.

***

Reducing litigation risk isn’t the only reason companies are adopting server-side tracking; the protocol also centralizes data, allowing companies to streamline information and unify controls and permissions.

“You get the communication of the consumer and it comes into your organization first, giving you more control over what you collect, what you share, how you share,” said Martin Tully of Redgrave LLP.

But that added control also comes with responsibility.

“You still have to be cognizant of data privacy requirements, have your cookie banner in place, your consent mechanisms, your global privacy controls sensitivities.”

You can read the full article here.

The views expressed in this article are those of the authors and do not necessarily represent the views of their law firm or any of its clients.