"The moment you visit a website or app with ad space, it asks an ad tech company to determine which ads to display for you. This involves sending information about you and the content you're viewing to the ad tech company. This ad tech company packages all the information they can gather about you into a "bid request" and broadcasts it to of potential advertisers."
"The bid request may contain information like your unique advertising ID, your GPS coordinates, IP address, device details, inferred interests, demographic information, and the app or website you're visiting. The information in bid requests is called "bidstream data" and typically includes identifiers that can be linked to real people. Advertisers use the personal information in each bid request, along with data profiles they've built about you over time, to decide whether to bid on the ad space."
Real-time bidding (RTB) auctions ad space on websites and apps in milliseconds and broadcasts user information to potential advertisers. Ad tech companies package data into bid requests that often include advertising IDs, GPS coordinates, IP addresses, device details, inferred interests, demographic information, and the app or website visited. All participants in RTB receive bidstream data, allowing many companies to collect and profile individuals even if they do not win the auction. This widespread data sharing exposes personal information to thousands daily and enables pervasive tracking. A proposed class-action settlement with Google offers some relief, but stronger legislative protections are necessary to fully address RTB harms.
Read at Electronic Frontier Foundation
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