NEWS10 January 2020
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NEWS10 January 2020
UK – Online ad industry organisation, IAB UK, has set out a series of actions to help companies engaged in real-time bidding (RTB) to be data protection and privacy compliant in response to the ICO's report.
The ICO’s report summarised its review of the use of personal data in the RTB process in terms of GDPR and ePrivacy legislation.
The ICO allowed a six month period for industry engagement and for it to respond to the report’s findings.
IAB UK has led this process and has subsequently committed to a series of actions on six key issues raised in the ‘Update report’, to help improve standards of compliance.
Simon McDougall, ICO’s executive director for technology and innovation, said: “Our ‘Update report’ documented our concerns with how personal data is processed using RTB, and our subsequent engagement work with the adtech industry has largely validated these concerns. We’re very pleased with the engagement we’ve had so far and, while we still have a long way to go, we’re optimistic that an industry-led solution is possible.”
Christie Dennehy-Neil, IAB UK’s head of policy and regulatory affairs, added: “It’s now critical that we work together with our members to implement change. This needs everyone – advertisers, intermediaries and media owners – to work with us, and to be willing to take action and invest in making changes where necessary.”
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