ICO says that technologies used in online advertising, and the way they are deployed, have the potential to be highly privacy intrusive.
The ICO has issued an Opinion setting out data protection standards that companies must meet to safeguard people’s privacy online when developing new advertising technologies. It says that technologies used in online advertising, and the way they are deployed, have the potential to be highly privacy intrusive.
Since 2019, industry has developed several initiatives that seek to address the risks adtech poses and shift towards less intrusive tracking and profiling practices. These include proposals from Google and other market participants to phase out the use of “third party cookies” and other forms of cross-site tracking and replace them with alternatives. Currently, one of the most significant proposals in the online advertising space is the Google Privacy Sandbox, which aims to replace the use of third party cookies with alternative technologies that still enable targeted digital advertising.
The ICO has been working with the CMA to review how Google’s plans will safeguard people’s personal data while, at the same time, supporting the CMA’s mission of ensuring competition in digital markets.
The ICO expects any proposal to: