It’s been 1 year since Europe enacted its General Data Protection Regulation (GDPR), and thus far it has had a demonstrable impact on many companies operating in the region. Not only has GDPR led to additional diligence by companies to protect consumer data (some were sorely lacking in this regard), but the push for privacy has opened consumers’ eyes to some of the realities of data storage/exchange/use/etc. It has empowered an increasing number to voice their concerns and demand follow-through, if not additional change. To date, seven European markets (United Kingdom, Ireland, Poland, Spain, Netherlands, Belgium, and Luxembourg) have pending requests with their managing bodies to investigate aspects of the advertising workflow, most notably Real-Time Bidding (RTB). A principal issue is the amount of personal data that is made available to bidders during the RTB process, along with security concerns around the handling of this data.
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