Episode 4: Disproportionate, intrusive and unfair – the ICO report on ad tech and real time bidding – Part 2.

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

🗓️ 22 July 2019

⏱️ 23 minutes

🔗️ Recording | iTunes | RSS

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Summary

GDPR Now! brought to you by This is DPO. www. thisisdpo.co.uk Disproportionate, intrusive and unfair – the ICO report on ad tech and real time bidding – Part 2. This is part 2 of a two-parter. 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.
0:06.8	GDPR Now is brought to you by This is DPO.
0:10.5	This episode is part two of a discussion around the ICO's recent paper on ad tech and real-time bidding.
0:18.6	Taking part in the discussion are John Mitcherson, Director of Policy
0:23.2	and Compliance at the UK's Data and Marketing Association, Omar Oaks, Global Technology
0:30.1	Editor Campaign, Andy Houston, product director, Crim Tan, and Mark Sherwood Edwards, the host, that's me.
0:39.7	Then the other thing that the ICA was very unhappy about was the lack of
0:43.4	Interprotection Impact assessments, DPIs.
0:47.3	They expected to have seen a lot of those.
0:50.7	I kind of think, well, yes, but everyone's been doing this for years, so why suddenly now?
0:56.7	I mean, I can see that you might be doing it a regular basis.
0:59.9	If there's a big shift in technology, maybe more geolocation from mobile phones.
1:05.3	But if it's people are doing it for a while, should they have suddenly done it now?
1:09.3	Should they have refreshed it?
1:10.7	I was a bit surprised that with the advent, you know, everyone knew that GDPR was for a while. Should they have suddenly done it now? Should they have refreshed it?
1:15.3	I was a bit surprised that with the advent, you know, everyone knew that GDPR was coming.
1:20.1	I was a bit surprised that more of this hadn't been done and that the ICA were characterising it in this way.
1:21.3	I think, by the way, going back to trying to gain consent, I think part of the problem
1:26.3	on the publisher side has been
1:28.1	just trying to play it too safe in terms of, oh, GDPR's coming, oh, let's just kind of like bung
1:32.9	everything in there. What you end up with is a never-ending policy document that no one's able to
1:37.4	read. And I think there needs to be, I think we're at the start of a process where hopefully
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