During this webinar, we will highlight the changes to the IAB Multi-State Privacy Agreement under the most recent Fifth Amendment (to be released March 4, 2026), including how it reduces friction when engaging adtech companies, provides enhanced regulatory protections responsive to recent enforcement, and addresses advertisers’ privity-of-contract issues. For advertisers, the updated MSPA establishes adtech companies as their service providers (with a specific CCPA exception for targeted advertising) and integrates with the current approach of suppressing for individuals who opt out. This session will be broken into two parts. First, IAB will outline the substantive changes to the most recent MSPA. Second, we will be joined by a panel of distinguished attorneys who support clients across the digital advertising ecosystem to hear their thoughts on the newest amended MSPA and the benefits it can offer to those who become a signatory, including:
Reduces friction and provides for scaled contracting when engaging adtech companies;
Provides for contractual framework that is responsive to regulatory actions; and
Solves for privity-of-contract issues, such as when advertisers ride on their agencies’ contracts, as well as advertiser pixels on ad creative.
Please join us to learn about how the newly amended MSPA establishes a framework to address applicable state privacy laws while helping the digital advertising ecosystem unlock use cases and drive speed to market.
Daniel is Chair of the Data Strategy, Privacy & Security Group at Frankfurt Kurnit. Daniel advises on a wide range of privacy, security, and AI matters, including compliance with consumer, business, and HR datasets. His expertise spans from handling high-stakes regulatory enforcement actions to shaping the application of privacy laws, including one of the first public actions under the California Consumer Privacy Act (CCPA). The Privacy Law Section of the California Privacy Lawyers Association recently named him the 2025 “California Privacy Lawyer of the Year.”
Michael Hahn is Executive Vice President & General Counsel at IAB and IAB Tech Lab. Michael has responsibility for all legal matters, including the direction of legal strategy, privacy compliance, antitrust compliance, intellectual property rights issues, and general corporate matters. Michael is also responsible for serving as an advocate for the digital advertising industry on common legal issues affecting member companies.
Michael joined IAB and IAB Tech Lab from Lowenstein Sandler LLP where he served as Vice Chair of the firm’s Antitrust Practice Group. In that role, he provided clients with strategic counsel around competition, distribution and governance issues. In the area of litigation, Michael’s matters have included multiparty class action antitrust defense representation.
Michael served previously as Co-Chair of the New Jersey State Bar Association Antitrust Law Committee. He also previously served on the Editorial Advisory Board of Competition Law 360 and the Advisory Board of the American Bar Association Antitrust Section’s Civil Torts & RICO Committee. Michael frequently publishes on a range of legal and policy issues.
Michael earned his B.A. in History and Political Science from Rutgers University, M.P.P. from Georgetown University and J.D. for Georgetown University Law Center.
Alysa Hutnik, Partner and Chair of Kelley Drye’s Privacy and Information Security practice, provides practical legal advice in all areas of privacy, data security, and advertising law, with a strong focus on adtech and the intersection of privacy and marketing practices. Alysa has a strong pulse on the ever-evolving privacy legal landscape, and frequently defends companies in privacy and advertising matters before the Federal Trade Commission (FTC) and state attorneys general. Alysa is ranked as a leading practitioner in the Privacy & Data Security area by Chambers USA, Chambers Global and Law360 and is a frequent speaker at conferences around the country.
Sundeep Kapur advises on regulatory compliance, commercial transactions, and other data initiatives involving complex or emerging technologies. He possesses an in-depth technical and legal understanding of the adtech ecosystem (e.g., connected TV, linear TV, over-the-top media, desktop, mobile) and is a key contributor to the development of industry-wide adtech privacy solutions. He also advises on compliance with self-regulatory regimes developed by the Interactive Advertising Bureau (IAB), Network Advertising Initiative (NAI), and Digital Advertising Alliance (DAA).
Gary Kibel ([email protected], Twitter @GaryKibel) is a partner in the Privacy + Data Security and Advertising + Marketing Practice Groups of the law firm Davis+Gilbert LLP in New York City. Gary advises ad tech companies, advertising agencies, publishers, brands and other commercial entities regarding transactions for interactive media, behavioral advertising, social media, programmatic media buying, affiliate marketing, data collection and usage, and other emerging products and services. He is a Certified Information Privacy Professional (CIPP) and member of the Publications Advisory Board of the International Association of Privacy Professionals (IAPP). He advises clients in many industries regarding consumer-facing privacy and internal data security issues, including, information security policies, privacy disclosures, contractual obligations, security breaches, and compliance with a wide variety of privacy laws and self-regulatory obligations. Davis+Gilbert, a full-service law firm, is recognized as one of the premier law firms in the United States representing the marketing communications industry, and has done so for over 110 years. The firm is an associate member of the Interactive Advertising Bureau (IAB). Gary has a B.A. from Binghamton University, M.B.A. from Binghamton University and J.D. from Brooklyn Law School. Prior to becoming an attorney, Gary was an information systems analyst in the Investment Banking Division of Merrill Lynch & Co.
Jessica Lee chairs Loeb & Loeb’s Privacy, Security & Data Innovations practice. Jessica helps companies in the U.S. and around the world launch, market and monetize their digital products and content. She provides strategic privacy counselling to clients who are leveraging data in connection with programmatic and addressable advertising, voice technology, location-based tracking, smart devices and wearables, as well as emerging technologies, such as artificial intelligence and facial recognition. Jessica has assisted dozens of organizations design their privacy programs and operationalize U.S. and international privacy and data security requirements, including the General Data Protection Regulation (“GDPR”), and, more recently, the California Consumer Privacy Act (“CCPA”) and upcoming state privacy laws. Jessica is the Chair of the Cyber Security & Surveillance Committee of the International Bar Association and sits on the IAPP’s Publications Advisory Board. Jessica is a supporter of the arts and serves as the Vice-Chair of the Board of Weeksville Heritage Center and sits on the Board of Directors for the Laundromat Project and Musicians on Call.
Andrew L. Tobel joins the IAB as Assistant General Counsel, specializing in the privacy, technology and digital advertising space. He is passionate about helping advertisers and their partners navigate complex legal landscapes by translating intricate legal concepts into clear, actionable strategies. Andrew’s expertise bridges the gap between technological requirements and legal compliance, empowering teams to innovate and grow.
Prior to IAB, Andrew was privacy counsel to Albertsons retail media network and product teams, held his own law firm, and served in numerous staff augmentation role including acting as global head of privacy and deputy privacy officer. He enjoys running, having a good laugh with friends and family, focusing on his golf swing, and serving his community through local outreach.
