PageFair on IAB consent framework: ‘Violates GDPR’
The anti-ad blocking firm, which recently launched a consent-less advertising initiative, reacts to the IAB’s new proposal for how ad tech should handle user consent.
That framework proposes that websites present visitors with consent options about using their data for specific ad purposes. (A version covering mobile apps is in the works.) A visitor’s consent profile, showing which options have been approved (or not), is then made available to the ad ecosystem when an ad bid request is made from a webpage.
The request for an ad bid contains a new consent indicator called a Daisybit, which contains info on use cases and vendors acceptable to that visitor.
For instance, if you agreed that only AppNexus could serve you ads based on your location, the Daisybit consent profile with that anonymized info is sent along with the webpage’s request for an ad bid.
But at least one publisher-side advocate thinks the IAB proposal won’t work and that it “violates GDPR.”