"Either way, if the ePrivacy regs don’t include legitimate interest, “that’s bad news for ad tech companies,” said Omer Tene, VP of research and education at the International Association of Privacy Professionals.
“Unless there ends up being a legitimate interest revision in there, it’s hard to see how ad tech players can conceivably comply with the ePrivacy regulations,” Tene said. “This is something it’s extremely important for advertising intermediaries to be attentive to.”"