Drivers and Obstacles for the Adoption of Consent Management Solutions by Ad-Tech Providers
Pesch PJ (2021)
Publication Type: Conference contribution
Publication year: 2021
Publisher: Institute of Electrical and Electronics Engineers Inc.
Pages Range: 269-277
Conference Proceedings Title: Proceedings - 2021 IEEE European Symposium on Security and Privacy Workshops, Euro S and PW 2021
Event location: Virtual, Vienna, AUT
ISBN: 9781665410120
DOI: 10.1109/EuroSPW54576.2021.00034
Abstract
In the world of online marketing, Consent Management Providers (CMPs) are on the rise. CMPs collect online users' consent to the processing of their personal data by publishers and ad-Tech vendors. At the same time, there are reasonable doubts about the compliance of the existing market standard with the General Data Protection Regulation (GDPR). This could potentially create compliance risks for the companies adopting the standard, in particular for ad-Tech vendors that-in the pre-CMP era-were invisible to users.This paper reveals drivers and obstacles for the adoption of the Transparency Consent Framework (TCF) by ad-Tech-vendors, gained in semi-structured interviews with representatives of Global Vendors List (GVL) members. Presenting the first qualitative study of ad-Tech vendors' perspectives, the paper provides novel insights into the CMP ecosystem. It particularly shows existing market pressure and reveals ad-Tech vendors' confusion and doubts about the TCF's compliance with the GDPR.
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Austria (AT)How to cite
APA:
Pesch, P.J. (2021). Drivers and Obstacles for the Adoption of Consent Management Solutions by Ad-Tech Providers. In Proceedings - 2021 IEEE European Symposium on Security and Privacy Workshops, Euro S and PW 2021 (pp. 269-277). Virtual, Vienna, AUT: Institute of Electrical and Electronics Engineers Inc..
MLA:
Pesch, Paulina Jo. "Drivers and Obstacles for the Adoption of Consent Management Solutions by Ad-Tech Providers." Proceedings of the 6th IEEE European Symposium on Security and Privacy Workshops, Euro S and PW 2021, Virtual, Vienna, AUT Institute of Electrical and Electronics Engineers Inc., 2021. 269-277.
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