‘Consent is unworkable’ for programmatic ads in the era of GDPR
PageFair says the current digital ecosystem is dying, and here’s how to fix it.
Consent “isn’t going to work” for programmatic or direct-sold advertising under the General Data Protection Regulation (GDPR).
That’s the conclusion of Johnny Ryan, head of ecosystem at anti-ad-blocking solutions provider PageFair. His firm has spent the last two years trying to figure out how GDPR is supposed to work, given the current digital ad environment.
With a few exceptions, he pointed out, GDPR specifies that publishers and advertisers need to get consent from each user to employ their personal data to target ads.
The personal data includes any info that can be used to help pinpoint an individual; for GDPR, that includes IP addresses and browsing trails, as well as email addresses. And the consent needs to itemize each use, which PageFair says is at least 10 different opt-ins for digital ads, including showing relevant ads, creating a profile based on your browsing habits, seeing if you interacted with an ad and so on.
“Consent is the only possible basis [for targeted digital advertising],” Ryan told me, “but it’s unworkable.”