Google in hot water again after campaigners on Tuesday filed complaints to data protection regulators in France, Germany and seven other EU countries over the way it deals with data in online advertising.
Civil Liberties campaigners’ concerns lay with real-time bidding, a server-to-server buying process which uses automated software to match millions of ad requests each second from online publishers with real-time bids from advertisers.
“The real-time bidding advertising system may be broadcasting the personal data of users to hundreds or thousands of companies. This advertising method clearly breaches the EU’s data protection regulation (GDPR)” said Eva Simon, a legal expert at Civil Liberties.
The other seven countries in which actions were filed are Belgium, Bulgaria, the Czech Republic, Hungary, Estonia, Ireland, the Netherlands, Poland and Slovenia.