Aaron B. Goodman

Counsel

Chicago
T +1.312.416.8186
F +1.312.416.6201

Overview

Aaron Goodman advises clients on legal issues within the areas of media, data, advertising and technology. He regularly assists clients in negotiating and drafting agreements with vendors and customers, advises clients on the development of new products and services, helps clients understand their legal compliance obligations and develop compliance programs, and helps clients manage disputes and regulatory actions.

Aaron has acted as both in-house and outside counsel, and his background includes both transactional and litigation matters. This broad experience gives him the ability to view matters from a holistic perspective. He studies each client's business and technology, enabling him to develop custom solutions for their legal challenges.

Prior to joining BakerHostetler, Aaron led a team of attorneys and legal professionals at one of the largest marketing and communications groups in the world. He also served as the litigation and IP counsel for a large e-commerce company.

Select Experience

  • Negotiated and drafted numerous master services agreements between media agencies and their advertiser clients, including some of the world’s most recognized brands.
  • Negotiated and drafted various agreements with vendors and partners on behalf of media agencies and their advertiser clients: media agreements with publishers and ad networks; data licensing agreements related to licensing data for analytics and ad targeting; technology platform agreements (ad serving platforms, analytics platforms, ad exchanges, SSPs /DSPs/DMPs); data protection agreements (DPAs); and agreements related to content production/social media marketing.
  • Acted as lead internal counsel to a mobile-focused demand side platform (DSP) which provided advertisers with cross-device/cross-screen consumer targeting, attribution and analytics.
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Experience

  • Negotiated and drafted numerous master services agreements between media agencies and their advertiser clients, including some of the world’s most recognized brands.
  • Negotiated and drafted various agreements with vendors and partners on behalf of media agencies and their advertiser clients: media agreements with publishers and ad networks; data licensing agreements related to licensing data for analytics and ad targeting; technology platform agreements (ad serving platforms, analytics platforms, ad exchanges, SSPs /DSPs/DMPs); data protection agreements (DPAs); and agreements related to content production/social media marketing.
  • Acted as lead internal counsel to a mobile-focused demand side platform (DSP) which provided advertisers with cross-device/cross-screen consumer targeting, attribution and analytics.
  • Provided advice in connection with development of new products, features and services in the ad tech and digital media space.
  • Provided advice related to expansion into new regions.
  • Advised senior media agency leadership on intellectual property protection, privacy compliance and compliance with advertising rules and regulations (FTC rules and regulations related to native advertising, endorsements and testimonials, and online behavioral advertising; NAI/DAA principles).
  • Developed contract templates and playbooks to help manage deals efficiently.

Recognitions and Memberships

Recognitions

  • Certified Information Privacy Professional (CIPP/US)

Memberships

  • Chicago Bar Association

Community

  • Active supporter of CPS Ravenswood School
  • Ravenswood School Local School Council: Parent Representative (former)
  • Youth baseball: Coach (former)

Pro Bono

  • Represented two clients in a housing discrimination case brought in the Chicago Commission on Human Relations alleging that a developer discriminated against my clients based on their source of income by refusing to sell them homes because they were financing their purchases with a government subsidy designed to assist low income home buyers. After discovery and an unsuccessful attempt at mediation, Aaron represented his clients at the final Commission hearing which resulted in the award of one of its largest damages awards in such a case, including over $100,000 in emotional distress and punitive damages, and over $50,000 in attorney fees.

Prior Positions

  • Re:Sources USA (part of Publicis Groupe)
    • Managing Counsel (2021 to 2022)
    • Senior Counsel II (2017 to 2021)
    • Senior Counsel (2016 to 2017)
    • Counsel (2014 to 2016)
  • Orbitz Worldwide, Inc.: Litigation and IP Counsel (2012 to 2014)

Admissions

  • U.S. Patent and Trademark Office
  • Illinois
  • Iowa

Education

  • J.D., DePaul University College of Law, 2006, magna cum laude
  • B.S., Computer Engineering, University of Illinois, 2002

Blog

In The Blogs

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AD-ttorneys Law Blog
3 Things to Address in Digital Media Agreements
By Aaron B. Goodman
August 4, 2022
The ad creative has been produced and approved The media plan has been crafted. Now it’s time to execute on the plan, and that involves buying the media – i.e., purchasing ad space to place your ads on different media channels (television...
Read More ->
AD-ttorneys Law Blog
What Even Is Ad Tech?
By Aaron B. Goodman
July 26, 2022
“What is ad tech?” That is a question I’ve been asked and have answered numerous times. I recently joined BakerHostetler’s Chicago office in the Digital Assets and Data Management Practice Group after spending almost eight years at...
Read More ->