OODA Loop – Online advertising association fined for breach of privacy
An association of online advertising companies, IAB Europe, has been found guilty of breaking European Union data laws and fined hundreds of thousands of dollars. The association allegedly developed an advertising targeting tool that violated privacy laws and led to a loss of control over citizens’ personal data. The Belgian Data Protection Authority (BE DPA) released a statement regarding the fine, saying the harsh penalties were necessary due to the nature of the tool, which allows online publishers and websites to obtain users’ consent to process their personal data for targeted advertising purposes. . It was created to facilitate real-time auctions, in which advertising inventory is bought and sold on a per-impression basis.
IAB Europe said the tool, called Transparency and Consent Framework (TCF), is a voluntary standard that aims to help businesses in the digital advertising ecosystem. The company claimed that the tool helps digital advertisers comply with EU data protection law rather than breach it. Belgian data watchdog BE DPA fined IAB Europe over $280,000 and ordered the association to remedy the situation and confirm compliance with the General Data Protection Regulation of the EU.
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