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Ad tech & data protection


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.

Appointing NormCyber as our virtual DPO has given Ferrero the best of both worlds – access to data protection experts who understand what we stand for as a business, without the hefty overheads usually associated with appointing an in-house DPO.

Harpreet Thandi
Regional Counsel, UK & Ireland, Ferrero

We were looking for a virtual DPO service that offered all of the benefits of a fully qualified data protection lawyer, without the overheads of an in-house hire. The DPaaS solution from norm. has been invaluable in helping us to ensure we respect the integrity of our customers’ personal information, while using it to continue to deliver differentiated products and services which support our growing customer base.

Mike Whitfield, Compliance Manager

CSaaS allows me to step away from multi-vendor management as the Security Operations Centre coordinates all of the technology for me.

David Vincent, CTO

We were in the market for an independent Data Protection Officer service that was well versed with both UK and EU regulators. We’re thrilled to have acquired this service knowing that an expert is available 24/7.

Suzanne McCabe, Head of Project Management
James Hambro & Partners

Norm’s penetration testing layer, along with the suite of CSaaS modules has enabled MA to exceed all its audit requirements for its major clients.

Rob Elisha, ICT and CRM Manager
Montreal Associates

The speed of your Data Protection Officer’s response was very impressive – it was far quicker than I would have expected even from an in-house DPO

Will Blake, Director of Technology and Analytics
CRU Group