To address the concerns of critics and data protection authorities, Google, the largest advertising corporation, plans to change its own real-time advertising advertising market in the coming year. In the process, advertisers should receive less information about which content users are reading in the run-up to bidding.
Bids for target groups
The so-called Real Time Bidding (short: RTB) has developed into the dominant form of advertising in recent years. In doing so, advertisers no longer book specific advertising space on websites, but can target certain target groups in ad networks. The available advertising space is thereby offered to a sometimes large number of advertisers who can submit corresponding bids on the basis of various criteria such as age, gender and hobbies of a user.
As Google manager Chetna Bindra on Thursday in a blog post As of this February, the Group will no longer use any category descriptions within these bid requests so that advertisers can see before the bid whether the user is on a website with journalistic content, music or videos.
Complaints about profiling
The amendment seeks to address complaints from privacy advocates and regulators who criticize today's practice of real-time bidding as incompatible with the General Data Protection Regulation. A key point of the criticism: Advertisers could use the auction data to create detailed user profiles and track users, even though they have not played a corresponding ad. This challenges the concept of user consensus: When data is passed on to an unmanageable circle of advertisers, users may not agree to being informed at all, even if they so chose.
In the blog entry Bindra refuses such criticisms. "We have already taken extensive action to protect users' privacy on our RTB platform," reads the text. Thus, the participants of these marketplaces are already prohibited today profiling. In addition, data such as the IP address of the user would be shortened, user IDs should not be uniquely assignable. Google also wants to help revise the previous consensus mechanisms of the publisher.
Whether supervisors such as the British ICO will now give their approval to the procedure, but is open. One of the most zealous critics of the RTB system is unimpressed by heise online. "As far as we've learned so far, Google will continue to reveal in its booking requests what we read, what we hear and what we see – along with a user's location, that's enough to keep users online for a long time," explains Johnny Ryan, who works for the browser maker Brave, who wants to establish an alternative advertising system based on user interests and visited websites.
Meanwhile, the advertising targeting business is attacking on different fronts. So revealed about the Financial Times last, how often health information is shared in such advertising systems, On the other hand, advertisers are increasingly doubting publicly that the personalized advertising solutions offered today are as effective as promised. Opposite the trade magazine horizon Uwe Storch, chairman of the Brand Advertising Association (OWM), said: "When I pick up a gun and blow it up, the chances of hitting a hare are far greater than the chance of targeting the right people. "Although there are better deals, the real potential for the advertisers is not exhausted.
. (tagsToTranslate) Google (t) Real Time Bidding (t) Advertising