ILTA Awards

2024 / T R A N S F O R M A T I V E P R O J E C T O F T H E Y E A R IncuBaker and BakerHostetler's attorneys and internal Information Services (IS) professionals contemplated a faster, more cost-effective solution. The in-house solution created from this collaboration is a client service that led to systemic change and re-engineering in this space within the legal and privacy industry. Thanks to the development of the Pixel Tracking service project, IncuBaker clients have a greater sense of what pixels are on their sites, what actions the pixels are taking related to user data, and how soon they will receive the pixel tracking report. IncuBaker's team and IS department designed an innovative solution, internally, that outperformed other products on the market in both speed and cost. Pixel trackers are ubiquitous on most public-facing websites. The available solutions to address and identify pixels were suboptimal due to the high data analysis costs and lengthy turn-around times to generate reports and provide actionable advice to the client. There is an impetus to create accurate reports as soon as possible, often due to litigation. Litigation over pixels has increased in recent years as decades-old and newer privacy laws are utilized in litigation where pixel tracking may be running afoul of these laws. IncuBaker created a proprietary system to discover the pixel information sent to third parties. Once that information is collected, the report is reviewed by an IncuBaker Legal Process Engineer, edited, and quality-checked for clarity and accuracy. When that is complete, BakerHostetler attorneys review the report and analyze whether these trackers violate specific laws. Finally, the final report is delivered to the client along with legal analysis, advice, and a clear action plan. The development of the Pixel Tracking technological service fosters trust between clients, BakerHostetler attorneys, and the IncuBaker Privacy Management team. The team of BakerHostetler professionals quickly recognized and understood the market and developed a new technological service to address the client's needs. Pixel tracking creates an ethical dilemma by covertly capturing end users' information without their knowledge or consent. I n c u B a ke r 's te a m c o n s i s t s of m o re t h a n 8 0 % d i ve r s e individuals, including ethnic minorities, gender diverse, and LGBTQ+ inclusive team members. This cross-collaborative relationship enabled diversity of thought and inclusion of ideas from a broader perspective. PIXEL TRACKING SERVICE The Deliverable A written report delivered to clients that includes a third party ad tech review; synopsis; executive summary; public user sites: Facebook Pixel aka Meta Pixel, Google Analytics, Microsoft Ads/Bing; and an appendix: Fiddler capture browsing paths. ILTA AWARDS OF EXCELLENCE 2024 6 5

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