IAB publishes GDPR advice for advertisers who use OpenRTB

In preparation for the May 2018 deadline for the General Data Protection Regulation (GDPR), the Interactive Advertising Bureau (IAB) Tech Lab has announced the release of GDPR guidance for OpenRTB and a GDPR technical working group.

The OpenRTB GDPR Advisory provides advice to programmatic advertisers on how to use the OpenRTB protocol to “share user consent information among publishers, buyers, and data companies in a real time bidding transaction,” according to an IAB press release issued this morning. The guidance will cover OpenRTB versions 2.1 to 2.5, as well as the upcoming OpenRTB 3.0.

The GDPR Technical Working Group consists of Tech Lab member companies and will serve as a hub to share information about how US companies can comply with the European legislation.

From the release: “The working group will draw on policy and regulatory analysis and guidance from IAB Europe and others in the global IAB network to develop and support technology and tools to facilitate legal compliance and self-regulation for the industry. The working group will also share information such as emerging technical requirements, tools, services, and research that can help companies comply with GDPR. Participation in the working group should not suffice as legal counsel.”

The working group will hold a town hall simultaneously in New York and San Francisco on February 20 and will offer a remote dial-in option.

Dennis Buchheim, senior vice president and general manager of the IAB Tech Lab, told me over email that “the OpenRTB Advisory will provide some of the technical footing required to implement GDPR effectively — and the new working group will enable further advice and direction, coordinating closely with other key industry players.”

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About The Author

Robin Kurzer

Robin Kurzer started her career as a daily newspaper reporter in Milford, Connecticut. She then made her mark on the advertising and marketing world in Chicago at agencies such as Tribal DDB and Razorfish, creating award-winning work for many major brands. For the past seven years, she’s worked as a freelance writer and communications professional across a variety of business sectors.