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Belgian regulator finds fault with business practices of Google, rivals in adtech market: Reports

Business practices of Google and other players in the digital advertisement market are reportedly under the lens of the Belgian privacy regulator. The country's Data Protection Authority (DPA) has found that the consent-seeking mechanism with which these companies collect personal data of users is not compliant with the European Union's General Data Protection Regulation (GDPR), the Wall Street Journal and TechCrunch reported. The Belgian DPA had been acting complaints about the use of personal data to target users with "behavioural ads". The complaints were made against the real-time bidding (RTB) bidding component of the advertising system. RTB tools like Google Ad Manager allow advertising buyers to buy ads on the basis of impressions — the tool automatically places bids to buy ads on a publisher's website, which, if won, are immediately displayed there. The DPA was investigating whether the RTB component, with its high velocity personal data trading, is compatible with EU law. Consent-seeking framework of ad industry body isn't cutting it Just a month after the GDPR came into effect in May 2018, an advertising industry body Interactive Advertising Bureau (IAB) Europe came up with a framework called the Transparency and Consent Framework (TCF) to comply with all regulations. TCF was revised in 2019 with tightened rules on seeking user consent. Google, possibly the largest player in the global adtech market, adopted the revised framework TCF 2.0 in August this year. However, the Belgian DPA's investigation is reported to have revealed that TCF does not, in fact, comply with…

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