U.K. data protection authority, The Information Commissioner’s Office, has stepped up its warning for the ad tech industry to get its house in order quickly if it is to comply with the European Union’s General Data Protection Regulation (GDPR) and avoid heavy fines.
The ICO held an “ad tech fact-finding forum” in London on Tuesday. It discussed the data protection watchdog’s latest findings since it released a report in June taking the ad tech and real-time bidding marketplace to task on GDPR compliance and giving the industry six months to clean up its act. This summer the ICO said the industry’s current real-time bidding protocols violate GDPR. At the time, the ICO outlined “key areas of concern” including issues such as companies’ treatment of sensitive, “special category” data and the often substandard contractual agreements to protect how bid-request data is shared between vendors.