While the digital advertising industry revenue grew a record 35.4% in 2021 and is on pace for another banner year in 2022, it’s also under intense regulatory and consumer scrutiny and increased demands for improved data privacy standards.
With Quantcast tracking nearly 100 million websites, it’s no surprise that Adtech giants are facing GDPR regulatory scrutiny on breach of privacy based on the way they process and aggregate personal data about users.
Facebook, Google and other tech industry giants are searching for adtech exemption to weaken CCPA which provisions could stop them from selling targeted ads and potentially charging users for consumed content.
A new Commissioner's Opinion issued by the UK's ICO reiterates the country's data protection standards and lays out its vision of future regulation plans for adtech companies.
Study finds RTB adtech systems share online behavior data 294 billion times per day in the U.S. and 197 billion times per day in Europe. Average internet user in the US is exposed 747 times each day; in Europe it is 376 times per day.