The Data & Marketing Association (DMA) and British advertisers' industry body ISBA have published ‘The Seven-Step Ad Tech Guide’. The joint initiative is a step-by-step guide to help address the privacy challenges of Real Time Bidding in programmatic advertising, produced in consultation with the ICO.


“Some organisations are still failing to comply with the GDPR and PECR when it comes to the programmatic delivery of digital advertising. They must learn to strike a balance between innovation and privacy – now is the time to look at how they process personal data in their digital advertising. The DMA would support the ICO taking a firmer stance on the most severe offenders who are making no effort to improve their data protection compliance in this area.”