It was exciting to be invited to report from Transparency in the Digital Advertising Market: measurement, accountability and trust on 5th June 2018, a keynote seminar by Westminster Media Forum, not least because of the current debate about the role of the social media, use of personal data in advertising and the potential impact on childhood obesity and other preventable conditions.

The debate included conversation about the core principles of the GDPR legislation; transparency, control and accountability, which generated contributions from the floor on Apple's development of a new default feature on the Safari web browser, described as "intelligent tracking prevention".

On the GDPR front, it is important to be aware of how the ICO view the GDPR.

"The GDPR is about evolution, not revolution." 

Steve Wood, Deputy Commissioner, Policy, Information Commissioner's Office

The ICO expect organisations to be investing in data protection by design, with a user-centric approach.  There is much work to be done to bridge the knowledge-gap between users and technology platforms.  But there is increasing public awareness about how this knowledge-gap has been exploited by big tech companies and operators of online ad networks.

This year, the ICO launched the consumer awareness Your Data Matters campaign.  It is an initiative that aims to, "increase the public's trust and confidence in how their data is used and made available".  The project, which involves the ICO in collaboration with DataIQ and participating major brands such as the BBC, Sainsburys, and Barclays, has created a public education hub with a view to addressing the knowledge-gap long-term.   Read more here: https://bit.ly/2LYH6GW

It is important to note that the Digital Advertising market is being regulated to curtail the freedoms that operators of online ad networks once had over personal data.  Respected brands and advertising agencies are working to re-establish trust with the consumer through increased transparency, product placement and ethical codes of practice. 

Apple, who have a proven track record of innovation for what is best for the consumer, are introducing a new default feature on the Safari web browser, described as "intelligent tracking prevention".  This innovation prompted an open letter from six US advertising consortia, challenging that the move, "Risk(s) disrupting the valuable digital advertising ecosystem that funds much of today's digital content and services."

Apple CEO, Tim Cook, has been openly critical of Facebook's extensive collection of users' personal data.  The new version of Safari will limit the ability of websites to create digital fingerprints of users.  A Like box or a Comment field can track a user whether they have used them or not, which will no longer be possible once the Safari update comes into play. 

Many advertising networks use cookies to track users around the internet to create a profile and target adverts to individuals.  This practice potentially creates an environment for the targeting of children with adverts that may have a harmful influence on their behaviour; such as junk food, fizzy drinks, or apps with hidden in-app purchases. 

Apple have responded to the concerns of the open letter, stating:

"Ad tracking technology has become so pervasive that it is possible for ad tracking companies to recreate the majority of a person's web browsing history. This information is collected without permission and is used for ad re-targeting, which is how ads follow people around the internet."

The new Safari web browser provides optimistic grounds for better protection of children's health and how best to manage children's exposure to digital advertising. 

Post Contributor:

Caitriona Fitzsimons Digital Reporter