Episode 3

Disproportionate, intrusive and unfair – the ICO reports on ad tech and real time bidding (Part 1).


July 21st, 2019

44 mins 37 secs

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Disproportionate, intrusive and unfair – the ICO report on ad tech and real time bidding (Part 1).
This episode is Part 1 of two parts.

About this episode:
In its recent paper, Update report into adtech and real time bidding, the ICO has set out a biting criticism of how real time bidding (RTB) currently operates in the UK. The phrase disproportionate, intrusive and unfair occurs three times, and intrusive on its own is used an additional three times. The paper is not intended as formal guidance, but it gives a clear sense of direction. The ICO also adds that the issues it raises in this paper are not the only concerns it has with programmatic advertising.

Although the ICO has stated that it will take another six months to investigate further, it is already clear that the ICO will intervene. The ICO’s paper, and its forthcoming intervention, are likely to have a substantial impact in the programmatic industry in the EU and the US. It is no exaggeration to say that the ICO’s intervention is likely to have a bigger impact on this industry than the GDPR. To give some idea of scale: the worldwide spend of on digital advertising is expected to reach US$98bn in 2020. In Europe, the UK is by far the largest market, followed by Germany and then France (approx. US$15bn, US$8bn, US$4bn, respectively, in 2018).

In this episode, three luminaries from digital advertising get together to discuss the ICO’s report and the possible ways forward.


Andy Houston
Product Director, Crimtan
[email protected]

Omar Oakes
Global Technology Director, Campaign.
[email protected]

John Mitchison
Director of Policy and Compliance
Data & Marketing Association
[email protected]

Host: Mark Sherwood-Edwards of This Is DPO.
Email: [email protected]
Telephone: 07748 761972

Material referred to:

Update report into adtech and real time bidding, ICO.

Crimtan’s ActivID

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