The Information Commissioner’s Office (ICO) has set out clear data protection standards that companies must meet to safeguard people’s privacy online when developing new advertising technologies (adtech). The privacy standards published in a Commissioner’s Opinion come as a warning to companies that are designing new methods of online advertising, that they must comply with data protection law and stop the excessive collection and use of people’s data. Currently, one of the most significant proposals in the online advertising space is the Google Privacy Sandbox, which aims to replace the use…
Read MoreICO calls on Google and other companies to eliminate existing privacy risks posed by adtech industry
