UK Privacy Regulator Publishes Report Critical of AdTech and Real Time Bidding

The rapid development of the online advertising industry and advances in advertising technology have resulted in automated and nearly instantaneous auctions of ad space on websites and other digital environments. This process, known as “Real Time Bidding” (“RTB”), is currently an area of concern for the United Kingdom Information Commissioner’s Office (“ICO”), which recently published an update report (“Update Report”) criticizing the online advertising industry’s handling of data and concluding that standard industry practices are non-compliant with European Union privacy laws.

How Real Time Bidding Works

Sophisticated RTB can be a complex series of processes and interactions, but at its most basic, it refers to a process by which online advertisers compete for an audience.

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