Observed Signal · Sep 15, 2026 · Market Signal · Source: AdFixus · Impact: 3.5/5
What Marketers Running Retargeting Need to Check Right Now
The proposed Privacy Amendment (Personal Data Protection) Bill 2026 seeks to fundamentally tighten how personal information is handled in the AdTech ecosystem. The most impactful changes include a new requirement for consent when 'trading' personal information (directly affecting programmatic pixels), a widened definition of personal information to include 'individuated' data, and a stricter 'unambiguous' standard for consent. Additionally, the bill proposes classifying precise geolocation as sensitive data and imposing a strict 72-hour window for data breach notifications.
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