Research
Our research looks at what tracking tags actually do on websites, and what privacy enforcement means for the teams responsible for them.
Whitepaper · September 2026
The Execution Gap
Why privacy programs need to monitor every tag on their site, especially the ones they don’t know about.
Recent privacy enforcement keeps finding the same problem. Companies offered visitors a choice about tracking, and the tags on their websites did not follow it. This paper sets out five failure patterns, the rules in the US, Canada and beyond, and a checklist for privacy teams.
More research is on the way.