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Privacy warriors have filed fresh evidence in their ongoing battle against real-time web ad exchange systems, which campaigners claim trample over Europe's data protection laws.
The new filings – submitted today to regulators in the UK, Ireland, and Poland – allege that Google and industry body the Internet Advertising Bureau (IAB) are well aware that their advertising networks' business models are incompatible with the EU's privacy-safeguarding GDPR, and yet are doing nothing about it. The IAB, Google – which is an IAB member – and others in the ad-slinging world insist they aren't doing anything wrong.
Submissions - UK - Information - Commissioner - Office
The fresh submissions come soon after the UK Information Commissioner’s Office (ICO) revealed plans to probe programmatic ads. These are adverts that are selected and served on-the-fly as you visit a webpage, using whatever personal information has been scraped together about you to pick an ad most relevant to your interests.
Typically, advertisers bid for space on a webpage in real-time given the type of visitor: the page is fetched from a website, it brings in ad network code, which triggers an auction between advertisers that completes in a fraction of a second, and the winning ad is served and displayed (assuming the advert isn't blocked.) This transaction, dubbed real-time bidding or RTB, happens automatically and immediately when an ad is required, and it can be fairly convoluted: ad slots may be passed through a tangle of publishers and exchanges before they arrive in a browser.
Netizens - Lot - Income - IT - Buyers
Netizens known to be wealthy and with a lot of disposable income, or IT buyers with big spending budgets, for example, will command higher ad rates than those unlikely to buy anything through an ad. This is why ad networks and exchanges, like Google, love to know everything about you, all that lovely private data, so they can tout you to advertising...
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