Google Settlement May Bring New Privacy Controls for Real-Time Bidding
8 days ago
- #data protection
- #real-time bidding
- #privacy
- EFF warns about the dangers of real-time bidding (RTB) in online advertising.
- RTB auctions expose personal data to thousands of companies daily, including identifiers like GPS, IP address, and inferred interests.
- Data brokers exploit RTB to harvest sensitive data, enabling invasive tracking and surveillance.
- A proposed Google settlement introduces 'RTB Control' to limit data sharing, but requires user opt-out.
- RTB Control has limitations, such as requiring Google account sign-in or third-party cookies.
- EFF advocates for legislative bans on behavioral advertising and stronger privacy protections.