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The MadTech Podcast: Anti-Trust, IDs, and the ICO
On this episode of ExchangeWire’s MadTech Podcast, recorded live at DMEXCO 2019, ExchangeWire’s Rachel Smith and Lindsay Rowntree are joined by Joe Root, co-founder and CEO of Permutive, and Oliver Williams, commercial director at News UK, to discuss the latest news in ad tech and martech. On this episode: There is a growing list of antitrust probes by US government organisations into big tech companies, with virtually every division of Facebook, Google & YouTube, Amazon, and Apple under investigation. These are complemented by a range of similar investigations by European DPAs. Will we see the breakup of Google and Facebook?…
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On this episode of ExchangeWire’s MadTech Podcast, recorded live at DMEXCO 2019, ExchangeWire’s Rachel Smith and Lindsay Rowntree are joined by Joe Root, co-founder and CEO of Permutive, and Oliver Williams, commercial director at News UK, to discuss the latest news in ad tech and martech.
On this episode:
- There is a growing list of antitrust probes by US government organisations into big tech companies, with virtually every division of Facebook, Google & YouTube, Amazon, and Apple under investigation. These are complemented by a range of similar investigations by European DPAs. Will we see the breakup of Google and Facebook? With upcoming privacy laws coming into force early next year, will the inconsistent scrutiny from numerous US government organisations (which mean that tech companies could be punished multiple times for the same offence) be of concern to ad tech?
- Identity was a major topic of ATS London 2019, with consortiums and companies such as InfoSum/ID5/Digitrust claiming to have a system that allows for first party data to be passed through the RTB system in a compliant manner.
- The ICO has urged ad tech companies to engage with them prior to the end of the six month time window stipulated in their Update Report on RTB. Companies using legitimate interest as a means for gathering data were highlighted in particular as needing to convey their views to the body. Speaking at ATS London, Ali Shah, head of technology policy stated, “I’d be remiss if I didn’t say that if we don’t see meaningful change [within the next four-month window], we’ll have to leverage our full powers of enforcement.” What points should ad tech be raising to the ICO to highlight the value the industry brings to consumers? Should those companies still using legitimate interest, and those which refuse to perform their obligations in terms of data control, despite clear warning, face the full force of the law, as these firms are compromising the rest of ad tech? Or does the interconnected nature of the industry mean that good players will also face backlash?
Keep going, there's more to uncover.
The Data Collaboration Summit
With addressability declining, the Open Internet is under strain. The opportunity has never been greater to collaborate directly with premium publishers and tap into the power of their audience signals and media.
Let’s meet at DMEXCO 2025!
Expand your data collaboration and achieve incremental outcomes. Meet the Permutive team and let’s reimagine advertising together.
Permutive and Ocado Ads launch unique audience targeting capabilities for publishers and advertisers to drive incremental outcomes
Future, Immediate, The Independent and News UK join as inaugural publication partners. Permutive, the data collaboration platform powering the advertising ecosystem, is excited to announce a new partnership with Ocado Ads, the Retail Media Network of the UK’s fastest growing retailer. The collaboration means that publishers can now securely enrich their first-party data with Ocado’s extensive retail insights, creating unique targeting opportunities for brands and advertisers to achieve incremental full funnel outcomes on the Open Internet. The partnership builds on the 2024 launch of Ocado Ads, which offers the most complete data set in market…
Permutive Data Collaboration Platform
Expand your data collaboration and achieve incremental outcomes with Permutive's Data Collaboration Platform combining the capabilities of a DMP, a data clean room, and curation solutions.
Data-driven publishing: How The Independent maximizes audience insights with Permutive
Discover how The Independent leverages a data strategy powered by Permutive to transform audience understanding and boost advertising effectiveness.
The hidden flaw in your data collaboration strategy (and how to fix it)
Data collaboration is the accepted foundation for the next era of advertising. Across the industry, brands and publishers are investing in strategies to share data safely and drive performance. But a critical question remains: why are so many of these initiatives failing to deliver on their full potential? The answer often lies in a hidden, outdated assumption about the role of identity. For years, identity was the whole story. Today, relying solely on legacy IDs within a collaboration framework means your efforts are blind to over 70% of the open web, severely limiting your scale…