Microsoft is set to face the first-ever class action lawsuit under Ireland’s recently enacted collective redress legislation, according to the Irish Council for Civil Liberties (ICCL), marking a significant legal milestone in EU consumer protection enforcement.
The ICCL, a human rights group bringing the case, alleges that the tech giant is not adhering to GDPR protocol when it comes to real-time bidding (RTB). RTB is an automated process in digital advertising where ad inventory is bought and sold in real time through instantaneous auctions, allowing advertisers to bid on and target specific users as they load a webpage or app.
