22 January 2021, 9:58 am EST By
The data watchdog of the UK has restarted an investigation of adtech practices that have been subject to scores of complaints all across Europe since 2018 under the General Data Protection Regulation or GDPR.
UK data watchdog to continue with investigation
The high number of trading of personal data of Internet users can t be compliant with the requirement of GDPR that the information should be secured, according to the complaints.
Other concerns linked to RTB or real-time bidding focus on user consent, and has questioned how this can eventually meet the required legal standard with data being given to various companies, including sensitive information like religious affiliation, political affiliation, health data and sexual orientation.