Data Privacy Is a Growth Strategy: Harvard Business Review (Copy)
The IAB’s Transparency and Consent Framework offers users little meaningful control over what data is collected about them by third-party adtech companies.
Accepting even the most limited form of ad targeting on a reputable site like theguardian.com means consenting to collection by dozens of vendors. The legal bases for collection are self-declared and cookie purposes overlap in ways the are not properly disclosed. The adtech industry’s promotion of contextual targeting as a privacy-respecting alternative is difficult to square with the volume and scope of data its leading vendors continue to collect.
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The problem
The Guardian lists 133 third party vendors that they use for everything from displaying ads and personalising content, to ensuring the security of their website.
This may seem like a large number but it’s probably one that they could plausibly defend and one that certainly pales in comparison to thetimes.com’s 493 and mirror.co.uk’s 1,715 partners (at the time of writing).
The solution
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