Based on the results of an investigation by Privacy International, one of Europe's key data protection authorities has opened an inquiry into Quantcast, a major player in the online tracking industry. The Irish Data Protection Commission has now
opened statutory inquiry into Quantcast International Limited. The organisation writes: Since the application of the GDPR significant concerns have been raised by individuals and privacy advocates concerning the
conduct of technology companies operating in the online advertising sector and their compliance with the GDPR. Arising from a submission to the Data Protection Commission by Privacy International, a statutory inquiry pursuant to section 110 of the Data
Protection Action 2018 has been commenced in respect of Quantcast International Limited. The purpose of the inquiry is to establish whether the company's processing and aggregating of personal data for the purposes of profiling and utilising the profiles
generated for targeted advertising is in compliance with the relevant provisions of the GDPR. The GDPR principle of transparency and retention practices will also be examined.
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