This talk is sponsored by Empathy.co Goodbye Tracking, Hello Privacy: The Technology & Architecture behind Ethical Search & Discovery Search is a vital part of the online experience and for many brands a key way to interact with their customers. Yet search results are too often derived from data collected by trackers and analytics, tools that disrespect human rights and GDPR or CCPA regulations. In this talk, we'll outline the negative impact of tracking while exploring alternative solutions that actively protect privacy without detracting from the search experience. Key takeaways: Learn the key principles of a privacy-first platform architecture Explore high demand performance stability in a data protected environment Liberty of liability: look, but don’t touch personal data