Consent "will not work" for programmatic advertising or sold directly under the General Data Protection Regulation (GDPR).
That's the conclusion of Johnny Ryan, the ecosystem manager of the anti-blocking solutions provider PageFair. His practice has spent the last two years trying to understand how GDPR is supposed to work, given the current digital advertising environment.
With a few exceptions, he noted, GDPR states that publishers and advertisers must obtain the consent of each user to use their personal data to target advertisements.
Personal data includes all information that can be used to help identify an individual; for GDPR, which includes IP addresses and navigation tracks, as well as e-mail addresses. And the consent must detail each use, which according to PageFair is at least 10 different opt-ins for digital ads, including displaying relevant ads, creating a profile based on your browsing habits, see if you have interacted with an ad And so on.
"Consent is the only possible basis [for targeted digital advertising]," Ryan told me, "but it's impractical."
[Read the full article on MarTech Today.]