Episode 3: Disproportionate, intrusive and unfair – the ICO reports on ad tech and real time bidding (Part 1).

GDPR Now!

Karen Heaton/Data Protection 4 Business

Gdpr Now!, Data Breaches, Cyber Security, Personal Data, Gdpr Now, Outsourced Dpo, Management, Business, Data Protection Officer, Business News, Privacy, It Security, Data Protection, News, Gdpr

4.8 • 11 Ratings

🗓️ 21 July 2019

⏱️ 45 minutes

🔗️ Recording | iTunes | RSS

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Summary

GDPR Now! brought to you by This is DPO. Disproportionate, intrusive and unfair – the ICO report on ad tech and real time bidding (Part 1). This episode is Part 1 of two parts. About this episode: In its recent paper, Update report into adtech and real time bidding, the ICO has set out a biting criticism of how real time bidding (RTB) currently operates in the UK. The phrase disproportionate, intrusive and unfair occurs three times, and intrusive on its own is used an additional three times. The paper is not intended as formal guidance, but it gives a clear sense of direction. The ICO also adds that the issues it raises in this paper are not the only concerns it has with programmatic advertising. Although the ICO has stated that it will take another six months to investigate further, it is already clear that the ICO will intervene. The ICO’s paper, and its forthcoming intervention, are likely to have a substantial impact in the programmatic industry in the EU and the US. It is no exaggeration to say that the ICO’s intervention is likely to have a bigger impact on this industry than the GDPR. To give some idea of scale: the worldwide spend of on digital advertising is expected to reach US$98bn in 2020. In Europe, the UK is by far the largest market, followed by Germany and then France (approx. US$15bn, US$8bn, US$4bn, respectively, in 2018). In this episode, three luminaries from digital advertising get together to discuss the ICO’s report and the possible ways forward. Guests: Andy Houston Product Director, Crimtan https://crimtan.com/ [email protected] Omar Oakes Global Technology Director, Campaign. https://www.campaignlive.co.uk/ [email protected] John Mitchison Director of Policy and Compliance Data & Marketing Association http://www.dma.org.uk [email protected] Host: Mark Sherwood-Edwards of This Is DPO. www.thisisdpo.co.uk Email: [email protected] Telephone: 07748 761972 Material referred to: Update report into adtech and real time bidding, ICO. https://ico.org.uk/about-the-ico/news-and-events/news-and-blogs/2019/06/blog-ico-adtech-update-report-published-following-industry-engagement/ Crimtan’s ActivID https://crimtan.com/activeid/ Contact details You can contact the show at [email protected]. If you have questions, comments, suggestions for topics, or would like to appear on the show, please contact us on the email above.Special Guests: Andy Houston, John Mitchison, and Omar Oakes.

Transcript

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0:00.0	Welcome to another episode of GDPR Now, a podcast dedicated to GDPR and all things privacy.
0:07.0	This week, we are going to talk about one of the most impactful documents the ICO has produced.
0:12.9	Last week, actually a couple of weeks ago, the ICO put out a document called Update on AdTech and
0:18.6	real-time bidding. And if you don't know what AdTech is or what real-time bidding is, don't worry about it.
0:24.5	We'll explain it all to you a bit later in the podcast.
0:28.6	But just by way of context, it's a business, an industry which across the world generates about 98 billion in revenue.
0:39.3	In the UK last year, about 15 billion in revenue and in Germany last year about 8 billion
0:46.9	in revenue.
0:47.9	So it's a big, these are big industries.
0:51.0	And what the ICO said is what the people taking part in this industry are doing is not compliant
0:57.0	with the GDPR and that the ICO would intervene and recommend or order things to happen.
1:05.0	Now it's not doing it straight away, it will allow some time, but that's clearly its intention.
1:10.0	Now this is going to have a big
1:11.8	impact, not only in the UK, but in the European Union and also in the rest of the world, because
1:17.9	inevitably this is likely to ripple through. All this in a week or in the period of time where the
1:25.8	ICAO has announced its intention to fine
1:28.3	British Airways had an 89 million and Merritt Hotels 99 million pounds.
1:33.3	So it looks like some pretty momentous times on the way in data protection.
1:38.3	Normally we try to get these, do these podcasts in about 30 minutes, but this I think is such an important, important
1:48.3	intervention by the ICO, probably more significant in this industry than GDPR itself, that
1:55.0	if we run on for 60 minutes, that's what we will do, and if actually if it takes longer
1:59.3	than 60 minutes or we'll just split it to two parts.
	...

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