by

Laurie Sullivan @lauriesullivan, February 9, 2018

Days before the IAB Leadership Summit kicks off in Palm Desert, California, the IAB Tech Lab has released an

OpenRTB GDPR Advisory for the General Data Protection Regulation (GDPR), which goes into effect May 25, 2018. The GDPR requires any company that processes data about a person using the internet in Europe to comply with strict rules and regulations promoting privacy.

Along with the guidelines, the IAB Tech Lab launched a

GDPR Technical Working Group to support companies through the process.

The guidelines provide advertisers with ways to work within Europe’s privacy laws. The strict laws require certain procedures when passing on the user’s consent to use their information. This will be done via the OpenRTB protocol. It enables digital advertising companies to share the information among publishers, buyers, and data companies in a real-time bidding transaction.

The OpenRTB GDPR Advisory is compatible with OpenRTB version 2.1 to 2.5, and also details how to pass user consent in the upcoming release of the OpenRTB 3.0 specification.

The goal of the IAB Tech Lab GDPR Technical Working Group is to support the industry by sharing information on GDPR and ePrivacy. Technical requirements, tools and research, as well as draw on policy and regulatory analysis and guidance will become available from IAB Europe and others in the global IAB network.

The format for the first

meeting, to be held on February 20, will be an in-person town hall in New York City and San Francisco, with a remote dial-in option. The goal for the event is to provide baseline information and set the stage for technical considerations and tech advisories related to both GDPR and relevant IAB Tech Lab specifications.

MediaPost.com: Search Marketing Daily

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