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Advertisers scramble to plan for the uncertain ‘cookieless future’

It’s hard to be sure of any potential outcome when there are so many question marks over what comes after third-party cookies.

With so much up in the air right now, advertisers are focused on what they do know — Google will remove cookies from its dominant browser sometime next year bar a major u-turn. Whatever advertisers’ beliefs are about how the industry has responded to this deadline, they’re slowly waking up to the idea that the answer — or at least part of it — rests on their ownership of first-party data in the absence of third-party data they’d usually get from cookies.

Full article: Advertisers scramble to plan for the uncertain ‘cookieless future’ | Digiday

Advertisers See Data Privacy, Ad Tracking As Top Challenges

The findings of the Interactive Advertising (IAB) report show that data privacy and ad tracking were their top challenges in 2021 for media buyers.

Some 41% of media buyers do not know if those with an interest in a privacy and ad-tracking strategy have a clear understanding of the implications they will face once cookies and identifiers are terminated or blocked.

Some 37% believe they need more first-party data to become successful, and 28% have not figured out cross-media measurement yet and are burning through budgets to get there. Even 17% said they do not have an antiquate ecommerce cite.

Source: IAB 2021: Media Buyers Focus On Performance, View Data Privacy, Ad Tracking As Top Challenges 12/23/2020

Google And IAB In The Crosshairs Over RTB (Again)

Google and the IAB are once again under the EU’s gimlet eye. A group of human rights orgs sent coordinated privacy complaints to regulators on Thursday in six European countries.

At issue is whether the practice of real-time bidding is a violation of GDPR. The group is urging privacy bodies in Croatia, Cyprus, Greece, Malta, Portugal and Romania to team up with lead supervisory bodies in Ireland and Belgium, which are looking for similar complaints.

Google responded to this latest development by saying it continues to cooperate with the inquiry into RTB spearheaded by Ireland’s Data Protection Commission. Meanwhile, the IAB insisted, yet again, that it’s neither a data controller nor a data processor. The IAB argues that it is but a mere trade org that develops best practices and standards, and that it’s not responsible for how those practices and standards are deployed.

Source: Google And IAB In The Crosshairs Over RTB (Again); Insta Intros Shopping In Reels | AdExchanger

Apple takes aim at adtech hysteria over iOS app tracking change

Apple has used a speech to European lawmakers and privacy regulators today to come out jabbing at what SVP Craig Federighi described as dramatic, “outlandish” and “false” claims being made by the adtech industry over a forthcoming change to iOS that will give users the ability to decline app tracking.

The iPhone maker had been due to introduce the major privacy enhancement to the App Store this fall but delayed until early 2021 after the plan drew fire from advertising giants.

Source: Apple takes aim at adtech hysteria over iOS app tracking change

Verizon Media Unveils ‘Cookieless’ ID To Replace Third-Party Ones

Verizon Media on Tuesday launched a cookieless ID for the ad industry, as marketers and publishers search for alternatives to identity solutions for advertisements and monetization.

ConnectID is powered by direct relationships with 900 million global consumers via more than 30 Verizon Media brands, including Yahoo for news, search, mail; HuffPost, AOL, and TechCrunch. It also uses Verizon Media’s ID graph that runs on 200 billion daily data signals from mobile app, search, owned and operated sites, apps, and email.

Source: Verizon Media Unveils ‘Cookieless’ ID To Replace Third-Party Ones 12/02/2020

IAB releases DPIA guidance for Digital Advertising under GDPR

IAB has developed and published practical guide to carrying out data protection impact assessments (DPIA) under the EU’s General Data Protection Regulation (GDPR).

Guide provides background and describes the DPIA process in the context of processing data for digital advertising generally and for real-time bidding (RTB), in order to help companies understand their obligations and how to comply with them in practice. It explains how to incorporate the DPIA process into a company’s normal course of product design and development.

Source: GDPR Data Protection Impact Assessments (DPIA) for Digital Advertising under GDPR – IAB Europe

UK’s ICO faces legal action after closing adtech complaint with nothing to show

The UK’s data watchdog is facing a legal challenge after it took the decision to quietly close a complaint against the adtech industry’s high velocity background trading of personal data.

The original complaint — challenging the adtech industry’s compliance with Europe’s General Data Protection Regulation (GDPR) — was filed to the ICO in September 2018 by Jim Killock, executive director of the Open Rights Group, and Michael Veale, a lecturer in digital rights at the University College London.

Source: UK’s ICO faces legal action after closing adtech complaint with nothing to show for it | TechCrunch

ICO Publishes Report on Compliance in Direct Marketing Data Broking Sector

On October 27, 2020, the UK Information Commissioner’s Office (ICO) published a report following its investigation into data protection compliance in the direct marketing data broking sector, alongside its enforcement action against Experian.

During the investigation, the ICO conducted audits of the direct marketing data broking businesses of the UK’s three largest credit reference agencies  – Experian, Equifax and TransUnion – and found “significant data  protection failures at each” that were “deeply embedded” within the businesses.

Source: ICO Publishes Report on Compliance in Direct Marketing Data Broking Sector

Apple Faces Antitrust Complaint in France Over Privacy Changes in iPhones

Apple’s operating software starting early next year will require apps to get opt-in permission from users to collect their advertising identifier, a number used to deliver targeted ads and check how ad campaigns performed.

Advertising companies and publishers have filed a complaint against Apple Inc. with France’s competition authority, arguing that privacy changes the smartphone maker plans to roll out are anticompetitive.

The companies behind the complaint, brought through a group of trade associations, say few users will agree to be tracked, making it harder for companies from game-makers to news publishers to sell personalized ads and tough for the middlemen in those transactions.

Source: Apple Faces Antitrust Complaint in France Over Privacy Changes in iPhones – WSJ

Google’s display advertising business is under antitrust probe in Italy

Italy’s competition authority has opened an antitrust investigation into Google’s display ad business — adding another allegation of abuse of a dominant position to the tech giant’s regulatory woes.

In a press release announcing the action the AGCM said it “questions the discriminatory use of the huge amount of data collected through its various applications, preventing rivals from competing effectively as well as adversely affecting consumers”.

The probe follows a complaint by local ad lobby group the IAB Italy, which says the investigation must be concluded by November 2021.

Source: Google’s display advertising business is under antitrust probe in Italy | TechCrunch

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