The industry body for UK digital advertising is calling on all of its members involved in real-time bidding (RTB) to review current practice following the release of the ICO’s ‘Update report into adtech and real-time bidding’.
Highlighting key areas of concern in regards to RTB, data security and GDPR compliance, the report makes it clear that the ICO will not hesitate to take regulatory action if companies do not respond accordingly. The industry now has just months to address the points raised and make any necessary changes to the way it operates.
Over the following months, IAB UK will be working closely with the ICO and IAB Europe to review how the Transparency and Consent Framework (TCF) can best support companies’ compliance with UK law, as well as responding to other issues identified in the report.
However, the IAB is making it clear that it is incumbent on businesses themselves to take any necessary action now to ensure that they are meeting current standards. They identify three key things that companies need to do:
Review the legal bases relied on for data processing
Read the ICO’s updated cookie guidance and ensure practices are in line
Ensure a Data Protection Impact Assessment (DPIA) has been carried out
More detail is available on each of these points here.
Jon Mew, CEO of IAB UK, said: “It’s in all of our interests to take the ICO’s report seriously and review current RTB practice. While we at the IAB will be working closely with the ICO and our members to help inform the consultation, industry support is vital. Now is our chance to proactively improve the adtech industry and shape a sustainable future. Let’s not waste this opportunity.”