{"id":7370,"date":"2019-08-10T14:32:09","date_gmt":"2019-08-10T14:32:09","guid":{"rendered":"https:\/\/dataethics.eu\/?p=7370"},"modified":"2019-08-10T14:42:29","modified_gmt":"2019-08-10T14:42:29","slug":"the-ad-tech-industry-in-illegal-operations","status":"publish","type":"post","link":"https:\/\/dataethics.eu\/da\/the-ad-tech-industry-in-illegal-operations\/","title":{"rendered":"The Ad Tech Industry in Illegal Operations"},"content":{"rendered":"

The British data protection watchdog ICO is investigating how personal data is used in digital ads. It does not look good. In an interim report, the ad tech industry is blamed for not protecting our data sufficiently in the real time bidding process (\u201cRTB\u201d). The profiles created about individuals are extremely detailed and are repeatedly shared among hundreds of organisations for any one bid request, all without the individuals\u2019 knowledge, according to the report.<\/strong><\/p>\n

Sensitive data is being shared and used without people\u2019s consent, according to the British Information Commissioner, ICO, who in late June published their interim report on AdTech<\/a> and Real Time Bidding. And it is on a scale that feels ‘disproportionate, intrusive and unfair’, particularly when people are often unaware it is happening, it says.<\/p>\n

Harsh words to an industry whics a growing number of users<\/a> are trying to evade with adblockers.<\/p>\n

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RTB enables buying and selling of advertising inventory in real time \u2013 that is in the time it takes a webpage to load in a user\u2019s browser . It is based on an auction pricing mechanism – who pays the highest price fastest. It is a type of online advertising that is most commonly used either on the website of a publisher or via a publisher\u2019s app.<\/p>\n

But it is not legal, and the ICO has given the ad tech industry 6 months to comply with the GDPR (General Data Protection Regulation). Or rather, in 6 months time ICO will do another review, and<\/p>\n

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“In the meantime, we expect data controllers in the adtech industry to re- evaluate their approach to privacy notices, use of personal data, and the lawful bases they apply within the RTB ecosystem”<\/em>, ICO states.<\/p>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n<\/div>\n

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The problems in a nutchell:<\/p>\n