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It has recommended the industry to address the problems they face instead of calling enforcement action upon themselves.

This article cites a statement by the UK’s Information Commissioner’s Office (ICO), sharing that it feels RTB’s future to be “in the balance”. It has reasserted the possibility of certain aspects of real-time bidding (RTB) to be illegal under the GDPR.

ICO has called out the ad tech industry’s approach towards privacy protection to be “disproportionate, intrusive and unfair”, and “immature” in how it understands and operationalises data protection requirements.

ICO’s June report had cautioned the industry to take stock, while giving them a six-month grace period. However, “significant concerns” regarding processing of special category data (political affiliation, sexual orientation, religion) remain. ICO’s Simon McDougall said that the regulator is deciding the best way to address concerns.

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