Having analyzed the upcoming General Data Protection Regulation (GDPR) and determined that user consent is “unworkable” for targeted advertising, PageFair is now trying to reinvent that wheel.
The Dublin, Ireland-based firm has announced a joint initiative with eight other ad tech companies that provides GDPR-compliant ad targeting without requiring user consent.
The initial group of participating US-based and European companies are ad server Adzerk, banner ad builder Bannerflow, ad automation agency Bydmath, custom ad developer Clearcode, SSP Converge Digital, digital ad agency Digitize, CRM-targeting ad provider SegmentIQ and customer data platform Velocidi. The companies will be working within Perimeter as one option, not as their exclusive environment.
The key objective, PageFair CEO Sean Blanchfield said in the announcement, is to rewire “the advertising supply chain to work without personal data.”
[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.
This marketing news is not the copyright of Scott.Services – please click here to see the original source of this article. Author: Barry Levine
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