The Dutch data protection authority is no longer permitting the use of cameras and real-time analytics technology in outdoor digital advertising displays to gather personal information about the public without their permission, Invidis has reported.
From now on, infrared cameras will be recommended for DooH use, as they can be used to gather some analytical information but not to identify a person who doesn’t want to be. Additionally, without consent, displays will only be able to count passers by, or how many turn to view the display. Advertising, either indirectly targeted or personalised, will require the express consent of the individual in order for the necessary information to be captured.
For now, Exterion Media has switched off all of the cameras in its out-of-home display units and said, “Together with our software vendor Quividi and the IAB Netherlands (Task Force DOOH), we will discuss the implications of this statement for our situation”.
Analyst Comment
German authorities are also very sensitive to these issues (BR).
