Xandr, a digital advertising company owned by tech giant Microsoft, has come under fire for allegedly breaching EU privacy regulations. The allegations come as part of a broader crackdown on data privacy violations in the EU, where companies are subject to strict laws governing the collection and processing of personal data.

The accusations against Xandr revolve around its use of cookies to track users across websites and target them with personalized advertisements. The company is said to have failed to obtain proper consent from users before collecting and using their data, violating the EU’s General Data Protection Regulation (GDPR) in the process.

The GDPR, which came into effect in 2018, requires companies to obtain explicit consent from users before collecting and processing their personal data. Companies must also clearly explain how the data will be used and give users the option to opt out of data collection and processing.

Xandr is just one of many adtech companies facing scrutiny from EU regulators for alleged privacy violations. The Digital Advertising Alliance (DAA), a self-regulatory organization for the online advertising industry, has also been accused of failing to comply with the GDPR.

In response to the allegations, Xandr has stated that it takes data privacy and security seriously and is committed to complying with all applicable laws and regulations. The company has launched an internal investigation into the matter and is working with EU regulators to address any concerns.

The allegations against Xandr highlight the challenges that companies face in navigating the complex landscape of data privacy regulations. As the EU continues to crack down on privacy violations, companies will need to ensure that they are following the rules and taking the necessary steps to protect users’ personal data.

In the meantime, consumers are advised to be vigilant about how their data is being used by adtech companies and to exercise their rights under the GDPR to control how their personal information is collected and processed. With data privacy becoming an increasingly important issue, it is essential for both companies and consumers to stay informed and proactive in protecting their privacy online.