privacy compliance strategy

The closure of four cases involving targeted advertising provides lessons for navigating compliance standards under the GDPR.

By Myria Saarinen and Elise Auvray

Four French advertising technology companies that received a warning in 2018 from the French Data Protection Authority (CNIL) have all implemented the regulator’s required changes. The recent closure of the cases highlights opportunities for businesses at all layers of the adtech value chain to address emerging compliance challenges.

The companies — Fidzup, Teemo, Singlespot, and Vectaury — collect geolocation data for targeted advertising purposes via third-party apps. Initially, the French regulator found that they had failed to obtain an informed, freely given, and specific consent from app users, since:

  • The information provided was insufficient, as it was unclear, used complex terms, and was difficult to access.
  • The consent was not based on an affirmative declaration, as the options were pre-ticked.
  • Users were not asked to consent to the processing of their geolocation data specifically.