Last week, the Interactive Advertising Bureau (IAB) released a draft version of a General Data Protection Regulation (GDPR)-friendly framework for advertising in a real-time bidding environment.
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.”
[Read the full article on MarTech Today.]
About The Author
Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.