Tech Companies Are Still Collecting Tons Of Unconsented Data From Users, Claims New Study

Whether you like it or not, a new report is shedding light on how so many tech firms continue to collect tons of unconsented data.

The news is rather alarming for one reason and that’s linked to how so many protection regulations have come into play since the year 2018 by the European Union. Moreover, regulators from all across the board are seen overlooking how a firm actually gains access to a user’s data. Now all that news but little to no results is definitely a concern.

It can only mean one thing, Fines are going up and so are companies’ turnover but the rules are still lax. So many people publishers say they rely on management platforms to attain consent and after that, they take up whatever data that they can and use that for the sake of advertisements.

The news comes as the new report that was made public this week showed how firms are breaching standard forms of protection laws. This includes the likes of the EU and the US but the main concern is linked to platforms that have so-called management teams in place for the sake of consent and yet are not doing a good job.

This particular report arose thanks to the likes of Complaint. It’s an outfit that provides different brands with different forms of complete transparency regarding data supply chains. All details were published in the whitepaper called, Data Privacy: The Compliance Illusion.

Here is where you really get the idea of how so many publishers are risking a lot in terms of their findings and possessing a data safety index that shows how severe the problem has become. To help put things into better perspective, remember that 92% of publishers hailing from Europe are operating with the CMP.

Nearly 80% of publishers are trying to hand over data belonging to users to various third parties across before, even before they attain any sort of consent. And around 27 piggybacked tags were added along the way.

These are tags by third parties which use data belonging to users without any type of authorization. The whole system is made in a way that advertisers are benefited from the way things were designed from day one.

As one expert puts it, things are so tightly interwoven together that you’d really have to think twice if you’d like to pull it apart. Hence, no one wants the tedious task of doing something like that. And publishers also lack the right resources to better overlook piggybacked activity through several domains.

There was even one publisher that went as far as claiming that ad teams were under a lot of pressure to achieve their targets linked to advertising. Hence, no one really has time anymore to make sure consent is taken or it’s not.

The goal is to get the data, meet the target, and move on. It’s as simple as that.

This particular study is the second type of its kind in the sector that has put forward such findings. Meanwhile, another such study took place in the year 2021. Here, nearly 200,000 cookies were found and a third of them had to do with zero types of consent obtained.

But that’s not all. Users went on to declare that researchers saw 70% of such third-party cookies that were marketed being transferred to the outside world of the EU. And those types of activities are really subjected to various forms of stringent regulatory requirements. So as you can see, a lot of problems do exist and need to be overlooked more closely.

H/T: DigiDay

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