Impossible Asks: Can the Transparency and Consent Framework Ever Authorise Real-Time Bidding After the Belgian DPA Decision?
On 2 February 2022, the Belgian Data Protection Authority handed down a decision concerning IAB Europe and its Transparency and Consent Framework (TCF), a system designed to facilitate compliance of real-time bidding (RTB), a widespread online advertising approach, with the GDPR. Here, we summarise and analyse this large, complex case. We argue that by characterising IAB Europe as a joint controller with RTB actors, this important decision gives DPAs an agreed-upon blueprint to deal with a structurally difficult enforcement challenge. Furthermore, under the DPA’s simple-looking remedial orders... Mehr ...
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Dokumenttyp: | Artikel |
Erscheinungsdatum: | 2022 |
Schlagwörter: | AdTech / real-time bidding / RTB / online advertising / online tracking / transparency and consent framework / GDPR |
Sprache: | Englisch |
Permalink: | https://search.fid-benelux.de/Record/base-26525661 |
Datenquelle: | BASE; Originalkatalog |
Powered By: | BASE |
Link(s) : | https://discovery.ucl.ac.uk/id/eprint/10143339/1/TechReg%2B2022.002%2B%25E2%2580%2593%2BVeale%2BNouwens%2BTeixeira%2BSantos%2Bv3.pdf |
On 2 February 2022, the Belgian Data Protection Authority handed down a decision concerning IAB Europe and its Transparency and Consent Framework (TCF), a system designed to facilitate compliance of real-time bidding (RTB), a widespread online advertising approach, with the GDPR. Here, we summarise and analyse this large, complex case. We argue that by characterising IAB Europe as a joint controller with RTB actors, this important decision gives DPAs an agreed-upon blueprint to deal with a structurally difficult enforcement challenge. Furthermore, under the DPA’s simple-looking remedial orders are deep technical and organisational tensions. We analyse these “impossible asks”, concluding that absent a fundamental change to RTB, IAB Europe will be unable to adapt the TCF to bring RTB into compliance with the decision.