A DSP first informs a Data Management Platform (DMP) about the characteristics of the website visitor to check whether this information corresponds to a particular customer profile. Based on customer data from brands and data obtained from data traders, a DMP develops profiles and customer segments. Sometimes DSPs and DMPs are part of the same company, but sometimes they are not. If visitor information matches a segment, an advertiser or brand will bid on the advertising space offered.
The highest bidder wins the advertising space, after which the advertisement appears on the screen of the website visitor. Also read: The effect of the GDPR on display advertising Ad auction at a glance Where it takes about 60 seconds to read the explanations in the paragraphs above, in reality ad auctions happen in the blink of an eye. But the milliseconds job function email list that an auction lasts are full of moments that are a problem for protecting personal data. “Nobody knows how much and which parties get personal data from website visitors during an auction and that is a disaster,” said Jonny Ryan, head of policy and industrial relations at Brave. “Any party that receives personal data during an auction can draw up unsolicited behavioral profiles or trade the data.
There is no control over what happens to the personal data,” he continues. “The tracking of advertisements without clear consent from the website visitor is also a problem under the new European privacy legislation. Especially when it comes to sensitive information.” He cites the example of someone who visits a halal food website. The visit may say something about that person's ethnicity or religion. Charge against the current system The Polish, Irish and British Data Protection. Authority have now had to show their colors regarding ad auctions. In mid-January 2019, the Panopticon Foundation (a Polish digital rights organization), the Open Rights Group, University College London and the company Brave will file a joint complaint with these regulators.