IAB urges real-time bidding review

Industry Contributor 27 Jul 2019 - 2 min read

IAB urges real-time bidding review

By Paul McIntyre - Executive Editor

Market Voice 3 min read

How to use generative AI beyond efficiency: Just talk to it for half an hour every week – OK Tomorrow founder Nilesh Ashra

By Nine | Partner Content

OK Tomorrow founder Nilesh Ashra is convinced AI can unlock the creative floodgates, and has some cracking examples covering customer, product and HR. But media and marketing appear to be running headlong for efficiency.

Market Voice 3 min read

Advanced Audiences: Nielsen makes synthetic, first-party data play as CMOs prioritise customer lifetime value, optimise marketing technology investments, and navigate changes in privacy laws

By Nielsen | Partner Content

Audience measurement company, Nielsen, is becoming a first-party marketing company, working directly with brands to build privacy-compliant customer segments – panel data that is synthetically overlaid with brands’ customer data platform (CDP) data.

Tags: data, privacy, google, facebook, marketing, real-time bidding, RTB, advertising, GDPR

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).

Key points:

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.