Adtech and Real-Time Bidding under European Data Protection Law

  title={Adtech and Real-Time Bidding under European Data Protection Law},
  author={Michael Veale and Frederik J. Zuiderveen Borgesius},
  journal={German Law Journal},
  pages={226 - 256}
Citation: Michael Veale and Frederik Zuiderveen Borgesius, ‘Adtech and Real-Time Bidding under European Data Protection Law’ [2021] German Law Journal.This paper discusses the troubled relationship between contemporary advertising technology (adtech) systems, in particular systems of real-time bidding (RTB, also known as programmatic advertising) underpinning much behavioural targeting on the web and through mobile applications. This paper analyses the extent to which practices of RTB are… 
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Adtech and Real-Time Bidding under European Data Protection Law
  • Cite this article: Veale M, Zuiderveen Borgesius F
  • 2022
Information Commissioner's Office, supra note 46
    Website visits may suggest one's medical condition (websites about obesity or wheelchair) one's political opinion (certain newspapers), or one's religion (sites with Kosher recipes)
      inconsistent application of adequate technical and organizational measures to secure the data in transit and at rest
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        Many RTB companies could argue, however, that they implement at least one security measure