IPA publishes Real Time Bidding Best Practice Principles

How agencies can work with clients to better protect the privacy rights of individuals.

The IPA has today (8 June) published its Real Time Bidding (RTB) Best Practice Principles, a five-point guide to help agencies address privacy concerns when operating on behalf of clients in the programmatic RTB space.

Written in response to the ICO’s Update Report into AdTech and Real Time Bidding, and in dialogue with the ICO, the Best Practice Principles look at how agencies can work with clients to better protect the privacy rights of individuals in what is a high-tech, complex area of our industry.

The five principles cover:

  1. Educating and assisting clients with their compliance and accountability.
  2. Security and conducting robust due diligence over the direct RTB supply chain.
  3. Undertaking and assisting with RTB Data Protection Impact Assessments (DPIAs).
  4. Supporting data minimisation and proportionate data usage when undertaking RTB.
  5. Considering the lawful basis for processing.

The IPA is asking all agencies engaged in RTB on behalf of their clients to adhere to these Best Practice Principles in order to help build trust and confidence in the industry through the responsible treatment of people’s data.

Richard Lindsay, IPA Director of Legal & Public Affairs

Free webinar

On Tuesday, 30 June, 3-4pm, Sacha Wilson, Harbottle & Lewis, will be explaining the RTB Best Practice Principles, their purpose, and what agencies need to do in order to comply with them.

Reserve your space


Last updated 01 May 2024