In 2020, the U.S. Federal Trade Commission put out a call for advertising experts to advise the regulatory body on advertising and privacy. Raashee Gupta Erry, then a director at GroupM’s Essence, answered that call.

Gupta Erry initially took an interest in the privacy side of the ad industry in 2018 when working with clients to prepare for Europe’s General Data Protection Regulation privacy law. Joining the FTC offered an opportunity for her to get a U.S. perspective on privacy regulation from the inside — and for the government regulator to get a peek under the hood of the ad industry from an insider whose experienced spanned brand side at Volkswagen and Samsung, agency side at Essence and Digitas and ad tech side at Neustar.

“The FTC wanted to have somebody from the industry who understands all the sides of the ecosystem, who understands how the players operate, what are the sort of systems [and] processes [and] workflows. So it was an opportunity for me to help them, educate them and strengthen their work as well as learn about the privacy world,” Gupta Erry said on the latest Digiday Podcast episode.

Gupta Erry’s initial task at the FTC was mapping out the mechanics of the advertising ecosystem. Eventually her remit broadened to involve her in the organization’s investigation and enforcement efforts that related to advertising and privacy. “[I] got to dig into some of the topics that we all in the industry grapple with, like [Google’s] Privacy Sandbox or [Apple’s anti-tracking feature] ATT, algorithmic harm, AI bias,” she said.

Having left the FTC last fall, she is now back to working with advertising companies on their privacy practices through her consultancy Uplevel Digital. And given the flurry of privacy laws taking effect in the U.S. this year, there’s no shortage of work that companies need to do to keep in compliance, especially as enforcement efforts by regulators including the FTC ramp up.

“We’re looking at 11 or 12 [state-level privacy laws] at this point. So as more of them come into place, there’s going to be more regulators, state regulators, looking at these companies,” said Gupta Erry.