In a blogpost, the ICO Executive Director of Technology and Innovation announced that two key organisations (IAB And Google) of the adtech real time bidding industry (RTB) have started to follow previous privacy recommendations from the UK data protection authority.  RTB is a means by which online advertising inventory is on a per-impression basis, on the basis of the profile and personal data of the viewer. The Internet Advertising Bureau (IAB) UK has agreed on a range of principles, as well as developing its own guidance for organisations on security, data minimisation, and data retention, as well as UK-focused guidance on the content taxonomy. Separately, Google will remove content categories, and improve its process for auditing counterparties.