Organisations need to offer access to data without enabling access to identity

New Ideas in MarketingEssential news for marketers, summarised by YouGov
September 23, 2019, 12:32 PM UTC

Real-time bidding and online ad auctions make it challenging to keep sensitive data private.

This piece argues that organisations should find new ways to offer access to data, but without necessarily providing access to individual user identity. Ad-tech companies are increasingly being called to account for how they transfer audience data.

The data protection watchdogs of the UK and France have shared concerns regarding real-time bidding as it may expose an individual’s information without consent. The Data Protection Commission in Ireland is already investigating big tech companies over GDPR compliance.

The ad-tech industry needs to re-define how data is accessed to safeguard user privacy. Both data controllers and processors should agree on certain principles to regulate how different types of data is processed.

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