Last month, at the request of the European Commission, IAB provided feedback on the practical implementation and operation of the EU-US Privacy Shield Framework within the context of the digital advertising industry. IAB’s response will be used to evaluate the functioning, implementation, supervision and enforcement of Privacy Shield during the Framework’s second annual review on October 18-19, 2018.
IAB’s comments highlighted the importance of transatlantic data flows within the digital advertising industry and the broader US-EU trade relationship by showing how digital publishers, marketers, and technology companies all rely on a diverse supply chain that spans EU and U.S. borders in order to provide consumers with the best online experience possible. This level of economic integration is not unique online advertising – In 2014 alone, trade in digitally enabled services–including advertising services–between the EU and U.S. totaled €259 billion ($291 billion).
IAB’s response also highlighted how Privacy Shield offers unique benefits to small and mid-size firms, enabling them to compete in commerce involving transatlantic data flows. Our analysis found that 43 percent of IAB member companies that participate in the Privacy Shield Framework have fewer than 250 employees.
As the second annual review of Privacy Shield approaches, we welcome the opportunity to provide input to the process and encourage the US and EU to work to ensure the continued success of this Framework.