Four additional European Union markets have raised complaints over the privacy breach of adtech. The most recent of Europe’s General Data Protection Regulation complaints are centered around the real-time bidding system. The latest complaints were filed in Luxembourg, Spain, Belgium, and the Netherlands.
The complaints state that real-time bidding involves vast violations of the General Data Protection Regulation, insisting that sensitive data is being obtained to profile web users for the purpose of ad targeting.
The United Kingdom and Ireland was where the real-time bidding complaints initially came from, by Data and Policy Researcher at University College London, Michael Veale, Director of Open Rights Group, Jim Killock, and Chief Policy and Industry Relations Officer at Brave, Johnny Ryan. The last four complaints came from Gemma Clavell of the Eticas Foundation and Diego Fanjul of Finch (Spain), David Korteweg from Bits of Freedom and Jef Ausloos from the University of Amsterdam (Netherlands), Pierre Dewitte from the University of Leuven (Belgium), and Jose Belo from Exigo S.A (Luxembourg).
The Internet Advertising Bureau released a statement in response to the complaints, “These complaints allege that programmatic advertising using real-time actions, and specifically the IAB Tech Lab’s OpenRTB protocol, are inherently incompatible with EU data protection law. Moreover, the complaints allege that the mere use of OpenRTB inevitably entailed large-scale, uncontrolled release of users’ personal data without their being aware or able to do anything about it. The complaints also took aim directly at IAB Europe’s Transparency & Consent Framework (TCF), claiming that the TCF facilitates the purported breaches. These claims are not only false but are intentionally damaging to the digital advertising industry and to European digital media that depends on advertising as a revenue stream.”
The full statement made by the Internet Advertising Bureau can be found at this link, provided you’re willing to accept their terms and conditions for collecting your personal data.