July 22nd, 2019 • 23 mins 19 secs • Download (21.4 MB) • Link with Timestamp
Part 2 of 2. 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. Although the ICO has stated that it will take another six months to investigate further, it is already clear that the ICO will intervene. 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).