ICO: Harder times for Advertising Technology Real Time Bidding industry

10 Feb 2020

Recently (17.01.2020), the ICO (Information Commissioners Office) published an article on its website on issues within the developing Real Time Bidding industry. In the UK there are hundreds, maybe thousands of companies in this growing sector. On the one side we have advertisers purchasing online space. On the other, we have publishers and platforms selling it. In between sit the various middle organisations and service providers.

What troubles the ICO is what it terms a ‘significant lack of transparency” in the chain. In other words, what, within that chain, the various middle organisations are getting up to.

Of major concern to the ICO is the suspicion that organisations are failing to consider the implications of data law. What provisions for lawful data control have these organisations got in place to deal with compliance with GDPR? In June of last year the ICO read the riot act to the key players in the industry. The ICO also contacted these key organisations and offered to assist. Two weeks ago the ICO reported that the industry has responded positively.

The IAB (Internet Advertising Bureau) was one of the organisations that took up the ICO’s challenge. It has agreed principles for the industry which conform with ICO guidelines. The IAB is developing a range of guidance on data security, data storage and transfer. The IAB will move on to deal with Cookies and sensitive data.

The ICO has indicated that commitments have been received from other UK advertising trade bodies to introduce guidance for their membership.

For further information contact Jonathan Compton. Jonathan holds qualifications as a solicitor, barrister, a Master of Laws and a Member of the Chartered Institute of Arbitrators.

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