The Open Rights Group filed privacy complaints with the Information Commissioner's Office (ICO) and the French data protection authority, the CNIL, about LiveRamp, an online advertising and data broking company. LiveRamp, formerly known as Acxiom, is a major consumer data broker that sells data about 700 million consumers globally.
ORG is concerned about LiveRamp's processing of personal data without a valid legal basis, the lack of effective security measures, and the intrusive and pervasive nature of LiveRamp's systems. Additionally, LiveRamp's systems are not transparent, making it difficult for individuals to understand how they are being profiled without their knowledge.
The complaints follow a new technical report by ORG investigating the pervasive surveillance activities of marketing companies that continuously share and trade digital profiles with each other, particularly LiveRamp. The report is based on an analysis of software documentation available online and focuses on Europe, France, and the UK. The lawfulness of many of these data practices under EU and UK General Data Protection Regulations (GDPR) is still a subject of ongoing debate and litigation.
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