Adtech and programmatic advertising—tracker

The following TMT practice note provides comprehensive and up to date legal information covering:

  • Adtech and programmatic advertising—tracker
  • Key developments tracker

Adtech and programmatic advertising—tracker

This Practice Note tracks key developments in the online advertising industry since 2018 by regulators, the government, consumer bodies, activists and industry.

See also Practice Notes:

  1. Adtech and programmatic advertising—introduction

  2. Adtech and programmatic advertising—data use

  3. Adtech and programmatic advertising—legal issues

  4. Adtech and programmatic advertising—glossary

In addition, the following Practice Notes track progress on the EU ePrivacy Regulation and proposed changes to the Privacy and Electronic Communications (EC Directive) Regulations 2003 (PECR 2003), SI 2003/2426 in the UK, the EU Digital Services Act and the EU Digital Markets Act, which are also likely to significantly impact adtech once they become law:

  1. UK and EU ePrivacy law reform—tracker

  2. EU Digital Services Act—progress tracker

  3. EU Digital Markets Act—progress tracker

Key developments tracker

The adtech sector has been under particular scrutiny from the government and regulators, particularly following the implementation of Regulation (EU) 2016/679 (OJ L 119/1), the EU General Data Protection Regulation (EU GDPR). There are concerns not only around data protection and privacy (or the lack thereof), but also how increasing regulation in this area could create competition concerns, favouring large, vertically-integrated platforms over small, non-vertically-integrated publishers.

Unsurprisingly, consumer organisations and privacy activists are pushing for greater regulation and enforcement in this sector. Although regulators have carried out their own investigations into adtech, it should be noted that certain regulatory actions and initiatives were a direct response to

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