62:, report, companies involved in RTB "were collecting and trading information such as race, sexuality, health status or political affiliation" without consent from affected users. Simon McDougall of ICO reported, in June 2019, that "sharing people’s data with potentially hundreds of companies, without properly assessing and addressing the risk of these counterparties, raises questions around the security and retention of this data."
38:, similar to financial markets. With real-time bidding, advertising buyers bid on an impression and, if the bid is won, the buyer's ad is instantly displayed on the publisher's site. Real-time bidding lets advertisers manage and optimize ads from multiple ad-networks, allowing them to create and launch advertising campaigns, prioritize networks, and allocate percentages of unsold inventory, known as backfill.
74:. The Dutch DPA has since indicated that websites and other actors in the Netherlands should cease using RTB to profile users. The Belgian DPA's decision has been described as "an atomic bomb", with some academic commentators arguing that the RTB would require fundamental restructuring in order for a system such as the TCF to be able to authorise it under the decision.
104:(DSPs) give buyers direct RTB access to multiple sources of inventory. They typically streamline ad operations with applications that simplify workflow and reporting. DSPs are directed at advertisers. The technology that powers an ad exchange can also provide the foundation for a DSP, allowing for synergy between advertising campaigns.
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The bidding happens autonomously and advertisers set maximum bids and budgets for an advertising campaign. The criteria for bidding on particular types of consumers can be very complex, taking into account everything from very detailed behavioural profiles to conversion data. Probabilistic models can
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RTB requires collection, accumulation and dissemination of data about users and their activities for both operating the bidding process, profiling users to "enrich" bid requests, and operate ancillary functions such as fraud detection. As a consequence, RTB has led to a range of privacy concerns, and
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A typical transaction begins with a user visiting a website. This triggers a bid request that can include various pieces of data such as the user's demographic information, browsing history, location, and the page being loaded. The request goes from the publisher to an ad exchange, which submits it
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An individual's browser history is more difficult to determine on mobile devices. This is due to technical limitations that continue to make the type of targeting and tracking available on the desktop essentially impossible on smartphones and tablets. The lack of a universal cookie alternative for
41:
Real-time bidding is distinguishable from static auctions by how it is a per-impression way of bidding, whereas static auctions are groups of up to several thousand impressions. RTB is promoted as being more effective than static auctions for both advertisers and publishers in terms of advertising
126:(SSPs) to manage advertising yield. Supply-side platforms utilize data generated from impression-level bidding to help tailor advertising campaigns. Applications to manage ad operations are also often bundled into SSPs. SSP technology is adapted from ad exchange technology.
65:
In 2019, 12 NGOs complained about RTB to a range of regulators in the Union, leading to a decision in
February 2022 where the Belgian Data Protection Authority found a range of illegality in aspects of a system used to authorise much of RTB in the EU under the
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and the accompanying data to multiple advertisers who automatically submit bids in real time to place their ads. Advertisers bid on each ad impression as it is served. The impression goes to the highest bidder and their ad is served on the page.
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The primary distinction between an ad network and a DSP is that DSPs have the technology to determine the value of an individual impression in real time (less than 100 milliseconds) based on what is known about a user's history.
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be used to determine the probability for a click or a conversion given the user history data (aka user journey). This probability can be used to determine the size of the bid for the respective advertising slot.
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429:"Privacy Litigation Against Real-Time Bidding — Data-driven online marketing: Enforcing the GDPR by protecting the rights of individuals under civil law"
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Research suggests that RTB digital advertising spend will reach $ 23.5 billion in the United States in 2018 compared to $ 6.3 billion spent in 2014.
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mobile web browsing also limits the growth and feasibility of programmatic ad buying. Mobile real time bidding also lacks universal standards.
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468:"Decision on the merits 21/2022 of 2 February 2022, Complaint relating to Transparency & Consent Framework (IAB Europe), DOS-2019-01377"
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536:"Impossible Asks: Can the Transparency and Consent Framework Ever Authorise Real-Time Bidding After the Belgian DPA Decision?"
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inventory sold, though the results vary by execution and local conditions. RTB replaced the traditional model.
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485:"Toezichthouder: advertentiebranche moet direct stoppen met online volgen bezoeker"
592:"Real-time bidding is the next mobile ad breakthrough — here's how you can profit"
510:"'Like an atomic bomb': So what now for the IAB's GDPR fix after regulator snafu?"
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277:"RTB digital display ad spend in selected countries 2018 | Statistic"
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Large publishers often manage multiple advertising networks and use
415:"ICO Adtech update report published following industry engagement"
335:"Adtech and Real-Time Bidding under European Data Protection Law"
534:
Veale, Michael; Nouwens, Midas; Santos, Cristiana (2022-02-09).
67:
206:"Parks Associates: RTB will change online display advertising"
302:"Opinion | What if We All Just Sold Non-Creepy Advertising?"
256:"Are Ad Exchanges and Real Time Bidding The Next Big Thing?"
400:"Adtech industry operating illegally, rules UK regulator"
70:, the Transparency and Consent Framework produced by the
334:
333:
Veale, Michael; Zuiderveen
Borgesius, Frederik (2022).
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Belgian Data
Protection Authority (2 February 2022).
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Herbrich, Tilman; Niekrenz, Elisabeth (2021-10-01).
655:Online advertising services and affiliate networks
380:. Information Commissioner’s Office. June 20, 2019
371:"Update report into adtech and real time bidding"
561:Stange, Martin (2014). "Real-Time Advertising".
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563:Business & Information Systems Engineering
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417:Simon McDougall; ICO.org; June 20, 2019.]
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183:"The Secrets Of Demand-Side Platforms"
34:basis, via instantaneous programmatic
130:Challenges with mobile implementation
72:Interactive Advertising Bureau Europe
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16:Automated auction for advertisements
58:(DPAs). According to UK's DPA, the
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433:Computer Law Review International
300:Weinberg, Gabriel (2019-06-19).
1:
54:has attracted attention from
30:is bought and sold on a per-
56:data protection authorities
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645:Online advertising methods
594:. Venture Beat. 2012-07-23
258:. Advertising Perspectives
227:"WTF is Real Time Bidding"
115:
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613:"Is Mobile RTB a Mirage?"
575:10.1007/s12599-014-0346-0
548:10.26116/TECHREG.2022.002
540:Technology and Regulation
181:de Jouvancourt, Ludovic
445:10.9785/cri-2021-220502
208:. Direct Marketing News
26:) is a means by which
347:10.31235/osf.io/wg8fq
124:supply-side platforms
112:Supply-side platforms
102:Demand-side platforms
91:Demand-side platforms
28:advertising inventory
160:Supply-side platform
155:Demand-side platform
118:Supply-side platform
97:Demand-side platform
49:Privacy and security
403:THE FINANCIAL TIMES
165:Display advertising
650:Online advertising
339:German Law Journal
306:The New York Times
150:Mobile advertising
398:Madhumita, Mugia
20:Real-time bidding
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384:October 13,
356:2066/253518
145:Ad exchange
639:Categories
625:2014-01-21
598:2014-01-21
520:2022-02-12
495:2022-02-12
491:(in Dutch)
319:2019-07-01
286:2018-07-18
262:2014-01-17
236:2014-02-07
212:2014-01-17
193:References
32:impression
453:2194-4164
314:0362-4331
281:Statista
139:See also
618:Digiday
514:Digiday
231:Digiday
36:auction
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186:Medium
489:FD.nl
471:(PDF)
374:(PDF)
449:ISSN
386:2021
310:ISSN
68:GDPR
571:doi
544:doi
441:doi
378:ICO
351:hdl
343:doi
60:ICO
24:RTB
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