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What is real-time bidding and how does it affect the adverts we see?

Campaigners in six European countries filed simultaneous complaints on Wednesday accusing online advertisers including Google of “broadcasting” internet users’ personal data online. The consortium, which is led by European human rights group Liberties, wants European regulators to examine how a user’s personal data can be sold to multiple advertising partners in an instant. It says a widely-used model called RTB – which stands for real-time bidding – means the information is not being protected as advertisers scramble to reach the most valuable audiences online. Dr Orsolya Reich, a senior advocacy officer at Liberties, said it was an abuse of people’s right to privacy .

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