Take a look at our article in the Entertainment Law Review.
The change must be led by those responsible for data protection, i.e. the advertisers and publishers. Yet, there seems to be a lack of understanding of ad tech and a reliance on the ad tech vendors’ claims about their GDPR compliance. Admittedly, ad tech vendors do more to assist their advertiser clients with privacy challenges than they used to, but ultimately, voicing concerns too strongly would go against their own commercial interests. Despite that, they have launched their own initiatives which alleviate the ICO’s concerns and complement the efforts under the Guide.