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EU ruling: tracking-based advertising [...] across Europe has no legal basis
Landmark court decision against “TCF” consent pop ups on 80% of the internet
For seven years, the tracking industry has used the TCF as a legal cover for Real-Time Bidding (RTB), the vast advertising auction system that operates behind the scenes on websites and apps. [3]" As it is technically impossible for the user to have prior information about every data controller involved in a real-time bidding (RTB) scenario, programmatic trading, the area of fastest growth in digital advertising spend, would seem, at least prima facie, to be incompatible with consent under GDPR". See e-mail and page 3 of attached lobbying paper from IAB Europe CEO Townsend Feehan to European Commission, 26 June 2017, obtained by Enforce using Freedom of Information.
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