THIS NOTE HAS NOW BEEN SUPERSEDED BY A A MORE RECENT PAGEFAIR INSIDER NOTE ON GDPR CONSENT DIALOGUES. PLEASE REFER TO THE NEW NOTE. This note presents sketches of GDPR consent dialogues, and invites readers to participate in research on whether people will consent. NoteIt is important to note that the dialogue presented in this note is only a limited consent notice. It asks to track behaviour on one site only, and for one brand only, in addition to “analytics partners”. This notice would not satisfy regulators if it were used to cover the vast chain of controllers and processors involved in conventional behavioural targeting. Consent requests In less than a year the General Data Protection Regulation (GDPR) will force businesses to ask Internet users for consent before they can use their personal data.…
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.
In a year and a half, new European rules on the use of personal information will disrupt advertising and media across the globe. Here are the three biggest impacts. Since 1996 when cookies were first repurposed to track users around the Web there has been an assumption that gathering and trading users' personal information is the essence of advertising online. This is about to change.
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