Real-time bidding, a thriving ad targeting technique, is becoming a GDPR dilemma
Data security advocates are taking action against a popular digital advertising technique that sends individuals’ information to perhaps hundreds of companies in less than a second, often without adequate protective measures. Real-time bidding is the subject of four alleged violations of the European Union’s General Data Protection Regulation (GDPR) filed Monday with regulators in Belgium, Luxembourg, the Netherlands, and Spain. Real-time bidding (RTB) is a targeted advertising technique that occurs when a user visits a website, and their personal information is broadcast to hundreds of marketers who bid in a near-instant auction to get their ad in front of that specific website visitor. U.S. advertisers spent an estimated $23.5 billion on the tactic last year, up from $6.4 billion in 2014. “It includes inferences on your sexuality, your religion, what you’re reading and unique identification codes as specific as your Social Security number,” Johnny Ryan, chief policy and industry relations […]
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