The online advertising industry is ever more present on the radars of regulators and legislators: while the EU recently adopted new legal frameworks thatban certain types of targeted advertising, the US Senate is debating a bill that could potentiallybreak upthe world’s biggest ad tech companies. Let’s take a minute to better understand what is happening — and what this means for you:
Meanwhile, the US is also pursuing antitrust laws in the realms of online advertising: a bipartisan bill called “Competition and Transparency in Digital Advertising Act” is attempting to regulate digital advertising practices. More concretely, the law intends to foster competition by looking into the vertical integration of the digital advertising supply chain. This means that any one company should beprohibited from earning more than 20 billion dollars in ad revenuesif this company owns several pieces of the digital ad ecosystem, i.e. like simultaneously selling and buying ads, or offering additional digital advertising spaces.
How these laws and proposals will be implemented —and by that, actually change the situation for users for the better — remains to be seen. For us, it is key that all regulatory efforts achieve a balance in the online value exchange by ensuring that all relevant stakeholders — users, publishers and advertisers — see their needs met. We urge that future regulations and standards take these developments into account and see thatprivacy tech, meaning technological solutions that incorporate privacy and data protection fundamentals, plays a major role in creating a more balanced and sustainable internet. This is why we at eyeo develop products likeCrumbsthat empower users to control their personal data while enabling advertisers to fairly monetize. It is important that we react to, and engage with, societal and political debates, especially as they affect the free web, such as current concerns about targeting practices.