PageFair writes to all EU Member States about the ePrivacy Regulation

This week PageFair wrote to the permanent representatives of all Member States of the European Union in support for the proposed ePrivacy Regulation. Our remarks were tightly bounded by our expertise in online advertising technology. We do not have an opinion on how the proposed Regulation will impact other areas. The letter addresses four issues: … Continue reading PageFair writes to all EU Member States about the ePrivacy Regulation

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.