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Ad tech in a data privacy world

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This paper looks into the issues in ad tech activities from a data protection perspective, focusing on two of the standout lawful bases in General Data Protection Regulation: legitimate interest and consent. Automated systems are the backbone of most online advertising technologies and activities, and a great deal of personal data is being used to create ads for people. Legitimate interest and consent are being discussed controversially in relation to processing personal data in ad tech activities (especially in real-time biddings and cookies), and they create confusion and ambiguity for the majority of stakeholders. In this paper, while legitimate interest is discussed in detail, a brief examination of the challenges surrounding the collection of consent in ad tech is also included. Finally, potential remedies (in a general approach given the complexity of the technology) are suggested to overcome existing impediments.
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Keywords: RTBs; ad tech; consent; data protection; legitimate interest

Document Type: Research Article

Affiliations: PrivacyCulture

Publication date: January 1, 2020

More about this publication?
  • Journal of Data Protection & Privacy publishes in-depth, peer-reviewed articles, case studies and applied research on all aspects of data protection, information security and privacy issues across the European Union and other jurisdictions, in the wake of the new EU General Data Protection Regulation (GDPR) and the biggest change in data protection and privacy for two decades.
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