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The Information Commissioner’s Office (ICO) has asked companies involved in real-time bidding (RTB) supply chain to comply with GDPR.

Ahead of ICO’s expected update on its probe into RTB, the Internet Advertising Bureau UK launched six commitments to help advertisers use RTB and meet data protection obligations. The IAB’s commitments respond to crucial issues involving RTB supply chain identified by ICO in its latest update.

The ICO warned advertisers about sensitive data of internet users broadcast through bid requests. However, IAB believes that context category fields like “health”, don’t “constitute special category data” on their own, and don’t reveal information about individual users.

IAB said that it would educate its members about the consent requirements of the UK’s online privacy regulations. Among other commitments, IAB also said advertisers should provide transparent and fair information to consumers.

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