The regulatory firewall for online media and adtech

The PageFair Team GDPR Leave a Comment

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.…

How publishers verify their adtech partners’ GDPR readiness

The PageFair Team GDPR Leave a Comment

PageFair believes that the GDPR will be strictly enforced. This means all unique identifiers (such as user IDs) and IP addresses will be regarded as personal data under the Regulation, and therefore must not be used without consent.[1] This is why we launched Perimeter, to protect publishers from risk under the GDPR. When publishers install PageFair Perimeter on their sites or in their apps, Perimeter will block adtech that uses unique identifiers without consent. Adtech services that do not use personal data where consent is absent will be whitelisted. Criteria for whitelisting in on sites/apps protected by Perimeter (where required consent is absent) No use of unique IDs No storage of IP addresses or user agent details Adtech vendors can perform necessary campaign measurement, attribution, and frequency capping using non-personal data methods as we have outlined here.…

European Commission proposal will kill 3rd party cookies

Dr Johnny Ryan GDPR 4 Comments

The 3rd-party cookie – the lifeblood of online advertising – may be about to die.  A proposal this month from the European Commission to reform the ePrivacy Directive (ePD) requires mandatory privacy options and educates users to distinguish between 1st and 3rd-parties in a way that will make 3rd-party cookies extinct.
Access the GDPR/ePR repositoryA repository of GDPR and ePrivacy Regulation explainers, official docs, and current status.Access Now The Commission’s proposal also applies beyond cookies. The proposed reform of the ePD will further add to the the disruption that Europe’s new regulatory regime for privacy – the GDPR – will wreak upon to the media and advertising landscape when it applies in May 2018. Caveat: the proposal is subject to negotiation between the Commission, the European Parliament, and the Council of Ministers.…