The advertising technology industry reunited in Europe this week as part of the Dmexco show when Brave behind a controversial web browser took the opportunity to take a shot at the size of the GDPR.
Earlier this week, representatives of Brave, the Open Rights Group, and University College London filed concurrent complaints with data protection authorities in the United States. United States and Ireland. Stakeholders are seeking a pan-European survey of the practices of virtually all communications technology companies, in particular Google, in a challenge that will have a significant impact on the media sector if they succeed.
"The complaint informs European regulators of a massive and continuing data breach that affects virtually all web users", according to a blog post noting the filing
According to the complainants, whenever a consumer visits a website and receives a "targeted advertising on behavior", the delivery process involves the dissemination of "personal intimate data to tens or hundreds of years". 39; businesses. " acceptable with the consent of the specific user according to GDPR rules.
Dr. Johnny Ryan, a complainant named in the case and Brave's chief of policy, argues that the tensions over the reconciliation between Google's RGP's and IAB's respective compliance proposals are unimportant , the fundamental principles of Ad Tech being simply at odds with the EU. privacy laws that came into effect on May 25.
Citing a thorough study on the use of personal data by the advertising technology sector for behavioral targeting, he compares virtually all online auction applications with the dissemination of data on Internet.
Ryan told Adweek that unique personal identifiers used by the entire advertising technology industry, such as accurate location data, IP address and ISP used by consumers, contravene to the law. 4% of the total annual income of the offending parties. Its purpose is to trigger an EU-wide investigation.
"The consent proposals of the ICC [for handling and processing consumers’ personal data] are a system of honor, but the GDPR makes it clear that you do not trust anyone," he said. "The proposals are like saying," It's a data breach, "and it's not legal."
In particular, the complainants cite the real-time auctioning practices (RTB) owners of Google's behavioral advertising activities that bundle third-party supply and demand, known as DoubleClick up to # In 1945900 for Google Ad Manager. This part of Google's business uses a series of identifiers to meet supply and demand and is by far the most used in the digital media landscape.
Neither the DPAs, in the United States nor in Ireland, were available for comment at the time of writing. According to the rules of the RGPD, both companies must provide the complainants with a progress report or resolution within three months of the initial filing.
In addition, IAB Europe's CEO, Townsend Feehan, stated that the statements contained in the documents represented "a fundamental misunderstanding" of the said laws, adding that the compliance framework of the RGP of the trade organization was RGPD principles.
Adweek, a spokesman for Google, acknowledged that the European DPA guidelines clearly state that personalized consent is required for personalized advertising targeting and has issued the statement below.
"We develop confidentiality and security in all our products in the early stages and we are committed to respecting European legislation. General Regulation on Data Protection, "reads. "We provide users with transparency and meaningful data controls for all the services we provide in the EU, including for personalized advertising."
Google still disagrees with the wider advertising technology sector
In addition, during an information session with journalists at Dmexco, before the publication of Brave's complaints, Philipp Schindler, General Manager of Google, highlighted the complexity of the entire industry.
"We are not only responsible for our own business, we are also responsible for helping our advertisers and publishers partners through our company DoubleClick (a huge company) and some professional associations to successfully transition to this world Schlinder said.
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