Data Protection, Adtech Industry and Digital Advertising: The Challenges to Come

In 2018 and 2019, Data Protection Authorities in Europe have launched different initiatives around digital advertising with far-reaching consequences for all organisations, especially the AdTech industry.

From the focus by the Commission Nationale de l’Informatique et des Libertés (CNIL) and the UK Information Commissioner Office (ICO) on Real-Time Bidding and AdTech to the new rules around collection of consent
for cookies and other tracking technologies, the recent changes should be a wake-up call for many advertisers
and publishers in the EU. The massive fines issued against Google in France, Facebook in the U.S., and the investigations on Facebook and Quantcast by the Irish Data Protection Commission confirm the shift of landscape for targeted advertising activities.

In this paper we aim at presenting and summarising the practical changes for the AdTech industry and, more generally, any organisation using digital advertising. Any organisation involved in digital advertising is accountable for the online targeting solution they use. Today, most organisations have some form of digital advertising activities and work, to some extent, with advertisers. Very few organisations are able to conduct their own digital advertising campaigns from A to Z.

To read the full article by Samiel Plantie PHD, CIPP/E, Principal Data Protection Consultant at Gemserv and Julia Porter, Senior Assiciate, Opt-4, please fill in the form below.

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