In Europe, UID2 faces challenges as it struggles with GDPR

New Ideas in MarketingEssential news for marketers, summarised by YouGov
November 16, 2021, 2:25 PM UTC

Multiple independent operators, auditors, and administrators lean on the UID2 design protocol.

Unified ID 2.0 testing in Europe could hit a roadblock, as many administrators are having trouble monitoring the use of UID2 in GDPR governed countries, multiple sources said. While beta testing of UID2 has already begun in the United States and Canada, administrators in Europe may face heavy penalties if found in violation of the GDPR.

In the management use of UID2 identifiers, there is a lack of clarity around data controller and data processor roles. However, The Trade Desk claims that UID2's European roadblock is delayed and is working to comply with GDPR.

Because both data processors and data controllers are legally accountable for challenges relating to processing activities that violate GDPR, accountability is in question here. In addition, with consent being nullified, it is unclear how permission is obtained through "OnePass". The Trade Desk said it is working with partners and organisations around the world on the regional rollout of UID2.

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