From tomorrow on all Europeans and their data shall benefit from the new General Data Protection Regulation. This puts a lot of Internet services currently in need to update their data and privacy regulations, to inform their customers about it and re-ask for their agreement on the new regulations. In my opinion this should be done every other year, because it sheds an interesting light on some of the companies pretending to do “business as usual”.

To pick one, if you visit yahoo.com (now part of the Oath family) in these days from within Europe you are asked to agree to the updated privacy policies and to receive personalized adds delivered to you with the help of “trusted partners”. “Trusted partners” out of which each one of them comes with their own privacy policy again. Means, that if you agree to Yahoo, then you also agree to the terms of these “trusted partners” except you explicitly reject from doing.

If you then have a closer look who are these “trusted partners”, you will see two lists. One is the list of “trusted partners” who have signed the GDPR Transparency and Consent Framework. These are already 48 companies! Each one of them of course again comes with their own privacy policies. Means, by clicking ok you have already signed 49 different privacy policies, approximately written on more than a thousand pages.

Then, even worse, in the second list you find “additional partners” who have NOT signed the GDPR Transparency and Consent Framework but who have “mutual agreements” with Yahoo to “protect your data” … these “additional partners” are 273 companies!
273 individual companies with whom your data will or might be shared with and that have not signed the GDPR Transparency and Consent Framework. 273 companies with each one of them individual privacy policies, written on thousands and thousands of pages with none of them necessarily having to be in line with the new GDPR regulations.

In sum, by clicking ok to Yahoo now, you immediately have 321 “trusted partners” and their individual privacy policies that you share your online life with.

Unfortunately, Yahoo is just the tip of an Iceberg and similar arrangements are true for countless companies out there.

Well then. Thank you for nothing.

Attachments:
List 1: Trusted partners
List 2: Additional partners

List 1: “Trusted partners” that Yahoo shares your data with and that have signed the GDPR Transparency and Consent Framework:

One Person Health, Inc. (DBA Adacado)
ADARA MEDIA UNLIMITED
Adform A/S
ADITION technologies AG
Adloox SA
admetrics GmbH
Admotion SRL
AdRoll Inc
AdSpirit GmbH
ADventori SAS
PulsePoint, Inc.
AppNexus Inc.
Avid Media Ltd
BIDSWITCH GmbH
RhythmOne, LLC
Index Exchange, Inc.
comScore, Inc.
Conversant Europe Ltd.
Crimtan Holdings Limited
Criteo SA
Dataxu, Inc.
Drawbridge, Inc.
Exponential Interactive, Inc
Flashtalking, Inc.
GumGum, Inc.
LifeStreet Corporation
LiveRamp, Inc.
LoopMe Ltd
Lotame Solutions, Inc.
MediaMath, Inc.
NEORY GmbH
Maytrics GmbH
OpenX Software Ltd. and its affiliates
PIXIMEDIA SAS
Platform 161
Quantcast International Limited
Rakuten Marketing LLC
The Rubicon Project, Limited
Scene Stealer Limited
ShowHeroes GmbH
Sizmek Technologies, Inc.
Smart Adserver
Sublime Skinz
Tapad, Inc.
The Trade Desk, Inc and affiliated companies
Amobee, Inc.
Underdog Media LLC
Yieldlab AG

List 2: “additional partners” that Yahoo shares your data with and that have NOT signed the GDPR Transparency and Consent Framework and trust is only based on “mutual agreements” with Yahoo:

AdSupply
ad4mat
AdBlade
AdButler
AdCentric
AdClear
Add2 Avolution
Addroid
AddThis
Adelphic
AdGear (Bloom)
Adimo
Adinfinity (Viziads)
Adjust
Adledge
Adman
Adobe
Adrime (now Weborama)
AdTriba
AdUp
Advanse
Advrtas/Outlyer Tech
AdYouLike
Adzerk
Affiliate Window
Almondnet (Datonics)
Alphonso
Amazon
AMG (Adconion Media Group)
Aniview
Annalect
AppsFlyer
Apsalar
ARAnet (now Brandpoint)
Arrivalist
Audience2media
Augur
Bannerflow
Barometric
Batch Media
Beintoo
BlueCava
BlueKai
Brainient
Brand.net
Bridgetrack
Brightcom
C3 Metrics
Cablato
Cake Marketing
Cardlytics
Catalina
Cedato
Celtra
Chango
ChoiceStream
Cint AB
Clickbooth
Clinch Labs
Clipcentric
Cobalt (CDK)
Collective Media (now Visto)
Comune
Connexity
Connextra
Conversion Logic
Coremetrics (now IBM Customer Analytics)
Cornerstone
Cuebiq
Dashbid
Datalicious
DataLogix
DBA Gamut
Dimestore (GFK)
DMA Institute
Double Positive
DoubleClick
DoubleVerify
Dynad
E-Planning
eBay
Econda
Effective Measure
Egentic
Emediate
Engage
Ensighten
Epom
ESV Digital
Eulerian
Everquote
Exactag
eXelate
Extreme Reach
EyeReturn
Factor Eleven
Flite
Fortis Participacoes
Foursquare
Freckle IOT
FreeWheel
Fuisz Media
Gemius
Genius Monkey
Ghostery
Gimbal
Goldspot Media
GrapeShot
Groovinads
GroupM Server
hbfstech
HIRO
Hitokuse
Hurra
I Behavior KBMG
IAG
Impact Radius
Improve Digital
Ingenius Technologies
Innity
Innovation Interactive (Netmining)
Innovid
InSkin
Inspired Mobile
Integral Ad Science / IAS(AdSafe)
intelliAd
Interpolls
Interrogare
Invite Media
iPromote
Jetpack Digital
Jivox
Knorex
Kochava
Korrelate
Krux Digital
Ligatus
Lightspeed Research
Likqid Media (LKQD)
Linkstorm
Liquidus Media
LnData
Lucid (Federated Sample)
Magnetic
Marchex Sales
Marketing Science Consulting Group
Markit On Demand
Massmotionmedia
Maxpoint Interactive
Media Force
Media6Degrees (now Dstillery)
Mediaglu
edialets
Mediasmart
MediaWallah
Meetrics
Metapeople
Metrixlab
Miaozhen
Millward Brown Digital
Mixpo
MOAT
myThings
Navegg
Neodata
Netseer
Neustar AdAdvisor
NEXD
NexTag
NextPerformance
Nielsen
NinthDecimal
Nugg.Ad
NTT DOCOMO, Inc
Nudge
O2 Telefonica
Okra Media
Omnivirt
On Device
Ooyala
Optimise
ORU
OwnerIQ
Parship Greatviews
Pelmorex
Phluant
Pixalate
PK4 Media
Placed
PlaceIQ
Plista
Polar
PopRule
PopWallet
Predicta
Primis
Pubvantage
QuinStreet
Quisma
R-Advertising
Radium One
Rads Media
Ram Panel
Real Media Group
Refined Labs
Research Now
Resonate
RevJet
Revtrax
Rich Relevance
Rich Media Studio
Rippll
Sam4Mobile
Samba TV
Scoota
Semasio
Sentrant
Signal.co
SimpleReach
SiteScout
Skenzo
Sketchfab
SNT Media
Softcrylic
So-Net Entertainment Taiwan
SourceKnowledge (Sokno Media Inc)
Space
Sparkflow
Sparklit
Specific Media
Speed Shift Media
Spongecell
SpringServe
SpotX
Statiq
Steel House Media
Survata
TagCommander
Tail Target Audience & Insights Lab
Thunder (PaperG)
TNS
MercuryMedia
TradeDoubler
Trend Research
Triad Retail
Trueffect
TrustE (now TrustArc)
Tune
Turbo
Twiago
Undertone
ValueClick (now Conversant)
Varick Media
Velti
ViewersLogic
Visible Measures
Visual IQ
Vivalu
Vizu**
Wayfair
Weborama
White Ops
Wishabi
X+1 (formerly Poindexter)
Xaxis
Xplosion
Yellowhammer
Yieldr
ZANOX
Zebestof
Zedo
Zentrick
Zygon