Six months on and the clock is still ticking for participants in the adtech industry. The ICO has reiterated the significant changes required in the adtech industry whilst it considers its findings and any potential enforcement action it may take early this year.
The ICO highlighted that its key concern is the unlawful processing of special category data and the lack of explicit consent in relation to that processing.
It helpfully sets out some tips for organisations to ensure that the use of personal data in real-time bidding is compliant with data protection laws.
We urge all organisations involved in RTB to review their processes, systems and documentation. Here are some practical things you can do: 1. Ensure your senior management understands that practices are changing in this industry, and challenge them to review their approach. 2. Embed a privacy by design approach to your use of RTB. 3. Keep engaging with your trade associations. Change is happening – make sure you are part of this dialogue and are engaging with your industry representation to make your views heard.