The U.K. Information Commissioner’s Office published an updated report on its research into advertising technology and real-time bidding. The agency focused on the processing of special data categories, data protection impact assessments and transparency. The ICO found the adtech industry to be “immature in its understanding of data protection requirements. Whilst the automated delivery of ad impressions is here to stay, we have general, systemic concerns around the level of compliance of RTB.” The report also outlined the ICO’s next steps to better understand adtech and RTB. Meanwhile, publisher group DCN wrote in a letter to European regulators “the sky won’t fall” if RTB were to switch to non-personal data.
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