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ICO UK: personalised advertising via “real-time bidding” violates data protection law

In a report published in summer 2019, the UK data protection authority (ICO) examined the online advertising industry and in particular the so-called “real-time bidding” for its conformity with data protection law and identified significant defects. The report classifies the extent of data processing for personalised advertising as excessive, intrusive and unfair. In addition, the ICO criticizes in particular the lack of grounds for permission and the disregard of information duties. Despite the large number of complaints, the ICO does not impose sanctions. However, the industry is invited to develop solutions that are compliant to data protection regulations in the coming months.

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