File this under “things that happen while you blink.” The ICO, the UK regulator responsible for data protection, issued an updated report on real time bidding and adtech. While the report is full of details and recommendations, these paragraphs jumped out:
When you visit a website, some of the ads you see have been specifically selected for you. As the site was loading, the website publisher auctioned a space on the page you are viewing, and an advertiser bought it because it specifically wants to reach people like you. The process can involve many companies, and happens in milliseconds. Billions of online ads are placed on webpages and apps in this way every day.
The process – known as real time bidding – relies on the potential advertiser seeing information about you. That information can be as basic as the device you’re using to view the webpage, or where in the country you are. But it can have a more detailed picture, including the websites you’ve visited, what your perceived interests are, even what health condition you’ve been searching for information about.
ICO- Update report into adtech and real time bidding, 20 June 2019
This is happening every day and without the majority of people even thinking about it. It’s another reminder why privacy is of growing importance with modern technology.