The regulatory firewall for online media and adtech

This note announces Perimeter, a regulatory firewall to enable online advertising under the GDPR. It fixes data leakage from adtech and allows publishers to monetize RTB and direct ads, while respecting people’s data. 
PageFair takes a strict interpretation of the GDPR. To comply, all media owners need to protect their visitors’ personal data, or else find themselves liable for significant fines and court actions. In European Law, personal data includes not only personally identifiable information (PII), but also visitor IP addresses, unique IDs, and browsing history.[1] The problem is that today’s online ads operate by actively disseminating this kind of personal data to countless 3rd parties via header bidding, RTB bid requests, tracking pixels, cookie syncs, mobile SDKs, and javascript in ad creatives. This exposes everyone, from the publisher to the advertiser, to potential fines, litigation and brand damage.[2]
Perimeter fixes this. It enables publishers to securely protect and control the tracking activities of the entire advertising supply chain in their websites and apps, by strictly blocking all third parties unless both publisher and data subject have given their consent.

[x_button shape=”rounded” size=”large” float=”none” href=”” title=”perimeterblogbutton” info=”none” info_place=”top” info_trigger=”hover”]Learn more about Perimeter [/x_button]

Revenue with or without tracking and consent

Publishers using Perimeter do not need people’s personal data (nor the consent required to process it) to monetize websites and apps. This is critically important, because only a small minority of people online are expected to consent to third party tracking for online advertising.[3]
Even without personal data, Perimeter enables interoperation with GDPR-compliant ad tech vendors so that frequency capping, attribution, impression counting, click counting, view-through counting, conversion counting, and fraud mitigation, all work without personal data. The list of compliant adtech vendors that PageFair works with to do this is growing.
Perimeter will also re-enable audience targeting by using non-personal segments that can also interoperate with consent-bearing DMPs.
When adequate consent is present, publishers, adtech vendors and advertisers can use personal data, and Perimeter will interoperate with other compliant consent management platforms. Indeed, Perimeter is a necessary partner to make consent meaningful.[4] Adtech vendors are eager for publishers to collect consent on behalf of 3rd parties – but publishers must simultaneously block all parties who do not have consent, or else remain exposed to liabilities.

Take Control of Data Leakage in all your Digital Properties

Perimeter brings privacy and data protection to the RTB/programmatic advertising ecosystem in the following ways:

  • Automatic removal of data leaking scripts from ads before they are rendered.
  • Prevention of unauthorized 3rd parties from accessing personal data.
  • Enforcement of data protection in RTB bid requests.
  • Enforcement of data protection in mobile SDK.

[x_button shape=”rounded” size=”large” float=”none” href=”” title=”perimeterblogbutton” info=”none” info_place=”top” info_trigger=”hover”]Learn more about Perimeter [/x_button]

Four Components

Perimeter provides four components that protect website and app publishers, and all of their advertising partners.

  1. Server side ad rendering
    Controls data in bid requests and ad creatives
  2. Policy Manager
    Empowers publishers to decide what 3rd parties are permitted to run in their websites and apps.
  3. User Consent Manager
    Enables granular consent to be obtained, communicated, and withdrawn by users.
  4. Privacy-by-design adtech interoperation
    Perimeter is partnering with other adtech vendors who are innovating to be compatible with strict enforcement of privacy regulations. This re-enables all core campaign management, measurement and targeting features without depending on legally toxic tracking IDs or other personal data.

[x_alert heading=”Resource to check your adtech vendors’ compliance ” type=”success”]Here is a resource for publishers to check whether your adtech vendors are compliant.[/x_alert]

Ethical data

We built Perimeter to enable websites and apps to transition from the old adtech industry to a more ethical one. This is why we are openly sharing the measurement and capping techniques for non-personal data adtech.
Perimeter is the result of 24 months of intensive technical and policy research and development, and combines the feedback of many app developers, advertisers, adtech vendors, privacy NGOs, regulators, and lawmakers.
It enables publishers, and their advertising partners, to operate within a clean and ethical data/media industry.

[x_button shape=”rounded” size=”large” float=”none” href=”” title=”perimeterblogbutton” info=”none” info_place=”top” info_trigger=”hover”]Learn more about Perimeter [/x_button]

Are you an ad tech vendor?

Let us know if you would like to find out more about GDPR compliance requirements and getting whitelisted on the Perimeter partner program. You can read about non-personal data methods here.


[1] See the definition of personal data in Article 4, (1), Regulation (EU) 2016/679 of The European Parliament and of The Council of 27 April 2016 on the protection of natural persons with regard to the processing of personal data and on the free movement of such data, and repealing Directive 95/46/EC (General Data Protection Regulation).
[2] ibid., Article 4, paragraph 2.
[3] See “Europe Online: an experience driven by advertising”, GFK, 2017, p. 7 and “Research result: what percentage will consent to tracking for advertising?”, PageFair Insider, 12 September 2017.
[4] Because without Perimeter’s mitigation of data leakage, consent has no value. See “Consent to use personal data has no value unless one prevents all data leakage”, October 2017, PageFair Insider (URL:


Leave a Reply

Your email address will not be published. Required fields are marked *