Adtech told to keep calm and fix its ‘lawfulness’ problem

Six months after warning that the real-time bidding (RTB) component of programmatic online advertising is wildly out of control — i.e. in a breaking the law sense — the UK’s data protection watchdog has marked half a year’s regulatory inaction with a blog post that entreats the adtech industry to come up with a solution to an “industry problem”.  Casual readers of the ICO’s pre-Christmas message for European law-flouting adtech might be forgiven for thinking it looks a lot like the regulator telling the industry to ‘keep calm and carry on regulating yourselves’.

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