A privacy complaint targeting the behavioral advertising industry has a new piece of evidence that shows the Internet Advertising Bureau (IAB) shedding doubt on whether it’s possible to obtain informed consent from web users for the programmatic ad industry’s real-time bidding (RTB) system to broadcast their personal data. The adtech industry functions by harvesting web users’ data, packaging individual identifiers and browsing data in bid requests that are systematically shared with third parties in order to solicit and scale advertiser bids for the user’s attention.

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