A collective term for a diverse set of software systems which assist advertisers and publishers in management of advertising streams. Such systems can and do process personal data, particularly to create profiles to be used in real time bidding systems.
Further reading:
See also: BEHAVIOURAL ADVERTISING, TARGETED ADVERTISING, PROFILING
ICO, 2019. Update report into adtech and real time bidding. Available from: https://ico.org.uk/media/about-the-ico/documents/2615156/adtech-real-time-biddingreport-201906-dl191220.pdf.
Veale, M. and Borgesius, F.Z., 2022. Adtech and real-time bidding under European data protection law. German Law Journal, 23(2), 226–56, https://doi.org/10.1017/glj.2022.18.
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ICO, 2019. Update report into adtech and real time bidding. Available from: https://ico.org.uk/media/about-the-ico/documents/2615156/adtech-real-time-biddingreport-201906-dl191220.pdf.
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Veale, M. and Borgesius, F.Z., 2022. Adtech and real-time bidding under European data protection law. German Law Journal, 23(2), 226–56, https://doi.org/10.1017/glj.2022.18.
