Privacy concerns in today's digital world are on the rise, as 9 out of 10 consumers avoid doing business with companies that do not protect their online privacy. The lines between cookie and non-cookie environments when tracking consumers are blurring. Online Behavioral Advertising (OBA) and real-time bidding (RTB) technologies are quickly maturing for mobile and cross-device environments - and the advertising ecosystem is rightfully concerned about the privacy implications. These increasing complexities, as well as the increase of self-regulatory enforcement, are causing unique challenges for the advertising industry to allow opt-out controls for consumers in order to deliver privacy safe ads. Most important, the potential consequences of hefty legal fees, fines, and lawsuits for non-compliance places brands at risk. TrustArc has a solution.