All posts by Jess Lang

DSP 'contextual' targeting offers solution to strict GDPR regulations

Programmatic online advertising will not cease to exist because of the GDPR or the proposed ePrivacy Directive. Personally-identifiable information (PII) may seem essential to digital advertising, but it is not the only way to target a relevant audience. Targeting based on context was a reliable method for decades before we came to rely on collecting and cross-referencing vast amounts of intrusive data.

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.