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Dmitry Dzhugalik Author of news on Mezha.media. I write about what I actively admire, namely technology, games and cinema.
This decision only confirms the preliminary conclusions of the Belgian data protection body of 2022 that the technology used for advertising violates several principles of the European “General Data Protection Regulation”, adopted in 2018.
The technology in real is real-time bidding (Real-Time Bidding, RTB). It is a method of advertising where advertising equipment is purchased and sold at real -time auctions. Advertisers are betting on separate ads, competing for the right to show their own advertising to certain users based on factors such as demographic data, interests and behavior on the network. Who offers the highest price of that advertisement and will appear on the website.
At the same time, TCF is a accountability tool based on standardization to facilitate certain provisions of “Electronic Privacy Directive” and GDPR. TCF has created an interactive advertisement bureau (IAB) to standardize how websites ask users for tracking permission. The initial decision of 2022 determined that both the consent collected by TCF and the data collected in the RTB process are illegal according to GDPR.
“Today’s court decision shows that the consent system used by Google, Amazon, X, Microsoft, deceives hundreds of millions of Europeans. The technological industry has tried to hide its huge data leaks by fictitious pop -up windows with consent. Technological companies have turned the GDPR into the daily The Enforce of the Irish Council on Civil Liberties, which headed the campaign against the current approach to advertising technologies.
IAB EUROPE, which appealed, mostly perceived the fact that it was not recognized as responsible for collecting data within TCF. The organization notes that it has already proposed changes to TCF, which more precisely reflect its “limited control” and submitted them to the Belgian data protection body. The primary solution provided for IAB potential penalties and requirement to dramatically change the current advertising infrastructure.
”, – WRITE: mezha.media
Dmitry Dzhugalik Author of news on Mezha.media. I write about what I actively admire, namely technology, games and cinema.
This decision only confirms the preliminary conclusions of the Belgian data protection body of 2022 that the technology used for advertising violates several principles of the European “General Data Protection Regulation”, adopted in 2018.
The technology in real is real-time bidding (Real-Time Bidding, RTB). It is a method of advertising where advertising equipment is purchased and sold at real -time auctions. Advertisers are betting on separate ads, competing for the right to show their own advertising to certain users based on factors such as demographic data, interests and behavior on the network. Who offers the highest price of that advertisement and will appear on the website.
At the same time, TCF is a accountability tool based on standardization to facilitate certain provisions of “Electronic Privacy Directive” and GDPR. TCF has created an interactive advertisement bureau (IAB) to standardize how websites ask users for tracking permission. The initial decision of 2022 determined that both the consent collected by TCF and the data collected in the RTB process are illegal according to GDPR.
“Today’s court decision shows that the consent system used by Google, Amazon, X, Microsoft, deceives hundreds of millions of Europeans. The technological industry has tried to hide its huge data leaks by fictitious pop -up windows with consent. Technological companies have turned the GDPR into the daily The Enforce of the Irish Council on Civil Liberties, which headed the campaign against the current approach to advertising technologies.
IAB EUROPE, which appealed, mostly perceived the fact that it was not recognized as responsible for collecting data within TCF. The organization notes that it has already proposed changes to TCF, which more precisely reflect its “limited control” and submitted them to the Belgian data protection body. The primary solution provided for IAB potential penalties and requirement to dramatically change the current advertising infrastructure.