Yesterday, Brussels' Court of Appeal adopted Arrest-Marktenhof decision. Far from being another data protection ruling, this decision triggers a tectonic shift for user rights and Adtech industry obligations. It specifically mandates digital ad ecosystem to provide handy tools so that privacy would become an actionable right in practice.

It is a landmark for Individuals’ Rights
The court "turbocharges" real user control over personal data:
✔ One-click opt-outs (no more dark patterns)
✔ Dynamic consent (change permissions anytime)
✔ No penalties for saying "no" (goodbye tracking paywalls!)
What's so brilliant about it? That GDPR’s promises to empower individuals are finally turned into a judicial call that #personaldata management and control online would rely on practical tools!

The Birth of Next-Gen PrivacyTech tools
What's amazing too is that the Belgian judge literally says: "Forget clunky cookies & cookie banners, we all need online smarter infrastructure & tools!":
🔐 Self-sovereign identity (e. g. user-held credentials)
⚡ Real-time preference dashboards (user-centric transparency & control by design)
🛡️ Blockchain-like audit trails (who touched your data?)
At the time of AI and tech-driven innovation, AdTech’s compliance is also about the set of tech-enabled tools that one should provide to individuals.

For years now, ID side team has been striving to stand ready and provide such tech-enabled and user-centric tools. Would you be a foreward-looking business, a practical regulator or just an interested party, we are happy to talk and help shape such tools in practice.