The ICO (Information Commissioners Office) has identified a number of concerns relating to the protection of the rights of data subjects through the use of Real Time Bidding (RTB) in the programmatic delivery of digital advertising.
The DMA and ISBA (an industry body representing UK advertisers), in consultation with the ICO, have published a Seven-Step Ad Tech Guide intended to support UK businesses actively engaged in programmatic delivery of digital advertising to help ensure compliance with data protection laws. It sets out seven steps to take to ensure they comply with data protection law and demonstrate understanding of the ICO’s concerns. The steps cover:
- Education and understanding
- Special category data
- Understanding the data journey
- Conducing a DPIA
- Auditing the supply chain
- Measuring advertising effectiveness
- Alternatives to third party cookies.
As the guide says, it’s worth noting that some EU data protection regulators interpret the law slightly differently.