Uk Watchdog Says Big Tech Must Address The Risks Of Targeted Online Ads

UK watchdog says Big Tech must address the risks of targeted online ads

London, Nov 26th : Online advertising technologies and their deployment can be very intrusive.Tech giants should address these risks and consider data protection requirements.
Industry has been working hard to reduce the risk posed by adtech and shift towards less intrusive profiling and tracking practices since 2019.

 Uk Watchdog Says Big Tech Must Address The Risks Of Targeted Online Ads-TeluguStop.com

These include proposals by Google and other market participants to eliminate “third party cookies” from cross-site tracking and replace it with other forms.

“The market participants and Google have not fully realized the proposals.” Denham stated in an opinion that proposal developers have a window of opportunity to think about genuinely applying a data privacy by design approach.

The Commissioner expects that any proposal will not only incorporate data protection requirements by default in the design of the initiative, but also give users the option of not receiving targeted advertising based on personal information.The tech giants’ proposals must be transparent about the processing of personal data across the ecosystem, as well as who is responsible.

They must address privacy concerns and reduce any new privacy risks their proposal may introduce.

“User choice, consent and control must be meaningful.

Denham stated that they must be based on compliance with the law and considerations of individual’s rights, freedoms, and interests.

Tech giants are under intense scrutiny over targeted online advertising, data privacy, and misinformation spread on their platforms.

Denham stated that the 2019 report acknowledged many issues related to adtech.This includes the market position for so-called “big tech” firms and financial vulnerability of some online service (publishers).

One of the most important is the Google Privacy Sandbox (GPS) proposal.The GPS will replace third-party cookies (TPCs), and other forms cross-site tracking, with alternative technologies to enable targeted advertising (and measurement of advertising).

The Commissioner reiterated however that participants in the online advertising industry shouldn’t wait for proposals like the GPS to become more stable.

“The principles of data privacy by design and default are already in place.

These principles should be incorporated into any technology or solution that market participants use to achieve their goals.Denham explained that those responsible for processing activities must be accountable to the law.

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Disclaimer : TeluguStop.com Editorial Team not involved in creation of this article & holds no responsibility for its content..This Article is Provided by IANS, Please contact IANS if any issues in Article .


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