Risks in IAB Europe’s proposed consent mechanism

This note examines the recently published IAB “transparency and consent” proposal. Major flaws render the system unworkable. The real issue is what should be done with the vast majority of the audience who will not give consent.  Publishers would have no control (and are expected to blindly trust 2,000+ adtech companies) The adtech companies[1] who drafted … Continue reading Risks in IAB Europe’s proposed consent mechanism

PageFair’s long letter to the Article 29 Working Party

This note discusses a letter that PageFair submitted to the Article 29 Working Party. The answers may shape the future of the adtech industry.  Eventually the data protection authorities of Europe will gain a thorough understanding of the adtech industry, and enforce data protection upon it. This will change how the industry works. Until then, we are in … Continue reading PageFair’s long letter to the Article 29 Working Party

Why the GDPR ‘legitimate interest’ provision will not save you

The “legitimate interest” provision in the GDPR will not save behavioral advertising and data brokers from the challenge of obtaining consent for personally identifiable data. As previous PageFair analysis illustrates, personally identifiable data (PII) will become toxic except where it has been obtained and used with consent once the General Data Protection Regulation is applied in May 2018. Even so, many advertising intermediaries believe that they can continue to use PII data without consent because of an apparent carve-out related to “legitimate interest” contained in the GDPR. This is a false hope.