IAB urges real-time bidding review
UK digital ad trade body the IAB says members should urgently review current practices following a report and ongoing investigation into real-time bidding by the Information Commissioner’s Office (Campaign).
- UK data watchdog warned last month that RTB breaking law
- This month the ICO launched “targeted information-gathering activities related to the data supply chain and profiling aspects, the controls in place, and the DPIAs (data protection impact assessments) undertaken.”
- Plans a further review or ‘industry sweep’ of the ad tech market around the end of this year
- Says any processing of special category data (health, sexuality, ethnic background etc.) without explicit consent is unlawful
- “Now is our chance to proactively improve the adtech industry and shape a sustainable future” – Jon Mew, IAB UK
- "It is not possible to consent to a data breach. The IAB and Google should immediately fix their bid request specifications so that personal data are no longer broadcast." – Johnny Ryan, Brave
Broadcast of sensitive personal information in RTB is a data breach, according to the ICO. Coupled with demands for overt consent, these UK developments reflect myriad points from ACCC's big platforms inquiry. International regulators are colluding on policy – and the entire digital media ecosystem, globally and locally, must acknowledge that profound change is coming.
Listen to this week’s Mi3 podcast for industry’s reaction to the ACCC’s report – and what it means for local marketers, media owners, agencies and platforms.
Mi3 Special Report: Australia's looming $1bn retailer media market
- Australia's retailers are gearing up to become major media channels.
- US retailers are already displacing 'legacy' publishers.
- All retailers are eyeing media, not just supermarkets and FMCG.
- Mi3 supported by Resolution Digital have produced a 28-page report with cross-industry views on what you need to know.
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As much of Australia looks forward to emerging from long lockdowns in the coming weeks, there is huge pent-up demand for retail therapy. Scentre Group, which operates 42 Westfield shopping centres across ANZ, has polled thousands of customers on their Christmas plans. The results should give brands and retailers some pre-festive cheer.