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ARTICLE · 11 JULY 2022

Going Once, Going Twice, Sold: Real Time Bidding Data Privacy Breach

Ward and Smith, P.A
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The ongoing massive data breach in the world of advertising: real time bidding.

United StatesMedia, Telecoms, IT, Entertainment
Angela P. Doughty
Angela P. Doughty
Mayukh Sircar
Mayukh Sircar

The ongoing massive data breach in the world of advertising: real time bidding ("RTB").

You likely are, or have been, a target of RTB without your knowledge. The Irish Council for Civil Liberties ("ICCL") found that the typical EU user's data is shared an average of 376 times per day, and the typical US user's data is shared an average of 747 times per day through the RTB practice.

How does RTB work?

When a user visits a website and accepts its cookies request, including marketing cookies, ad brokers (such as Interactive Advertising Bureau ("IAB")) place cookies on the user's browser to track and collect specific information about the user. This information includes personal, yet seemingly nondescript, data such as device identifiers (device type, brand, model, screen size, connection type, operating system, and CPU speed); IP addresses; zip/postal codes; GPS locations; browsing history; and search results. The cookies do not collect the more traditionally

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