Tariff dispute escalates: Insurers fail again in negotiations!

Tariff dispute escalates: Insurers fail again in negotiations!

The current discussions about the processing of personal data in the online advertising market are increasing. Recent developments, particularly Thursday's ECJ ruling, raise questions that affect not only advertisers but also users. The Court ruled in the case of the Interactive Advertising Bureau Europe (IAB) on the legal framework for personalized advertising and its own impact on data protection regulations.

The decision, which was based on a preliminary ruling from a Belgian court, clarified that it is essential to obtain users' consent before displaying personalized advertising. This highlights the central role that personal data such as location, age or search history play in the creation of user profiles. According to Art. 4 No. 1 GDPR, personal data is defined as information that relates to identified or identifiable natural persons.

Data storage and processing technologies

On the occasion of these legal statements, fondsprofessional.de also provides information about the possibilities and limits of the use of partner cookies and other online identifiers. These technologies make it possible to store or read data such as browser type, language and screen size on end devices. Advertising can then be targeted to specific users based on this reduced information. For example, an urban user could be presented with electric vehicle advertisements after 6:30 p.m.

Additionally, it is mentioned that advertising is also based on approximate location and device information. The collection and combination of this information allows detailed user profiles to be created. For example, users who are interested in bicycle accessories could receive targeted advertising for products in this area. This is viewed from the perspective that advertising is becoming increasingly personalized and targeted at specific user groups.

Responsibility under the GDPR

The ECJ ruling played a crucial role in clarifying responsibility in the area of ​​personalized advertising. The IAB was considered a joint controller within the meaning of the GDPR because it has significant influence over the processing of personal data through its “Transparency and Consent Framework” (TCF). This platform not only provides a way to manage users' consent, but also stores their preferences in a TC string.

This TC string represents an encoding that makes it possible to store user preferences and share them with brokers and advertising platforms. The Court ruled that the TC string should be considered personal data within the meaning of the GDPR because it enables a person to be identified by assigning it to an IP address. This has broad implications for the way personalized advertising can be designed and implemented in the future.

The legal framework in the area of ​​personalized advertising is therefore complex and is subject to constant adjustments. The sometimes contradictory requirements for data protection and the need for consent lead to an exciting development in this market that is important for both companies and consumers.

fondsprofessional.de and lto.de are keeping an eye on developments and will continue to analyze the impact on the advertising industry.