Regulators find Europe’s ad-tech industry acted unlawfully
has declared victory in its protracted battle against the authority which administers much of the advertising industry on the continent: IAB Europe.
At the heart of this story is the use of the Transparency and Consent Framework , a standardized process to enable publishers to sell ad-space on their websites. This framework, set by IAB Europe, is meant to provide legal cover — in the form of those consent pop-ups which blight websites — enabling a silent, digital auction system known-as Real-Time Bidding .
The APD has ruled that any and all data collected as part of this Real-Time Bidding process must now be deleted. This could have fairly substantial implications for many big tech companies with their own ad businesses, including Google and Facebook, as well as big data companies. It may also have a large impact on many media platforms and publishers on the continent who will now need to address the fallout from the finding.
Regulators have also handed down an initial fine of €250,000 to IAB Europe and ordered the body to effectively rebuild the ad-tech framework it currently uses. This includes making the system GDPR compliant and appoint a dedicated Data Protection Officer. Until now, IAB Europe has maintained that it did not create any personal data, and said in December that it was a standards setter and trade association, rather than a data processor in its own right.
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