PageFair statement at European Parliament rapporteur’s ePrivacy Regulation roundtable

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Lightly edited transcription of PageFair remarks at rapporteur’s sessions at the European Parliament in Brussels on 29 May 2017, concerning the ePrivacy Regulation.  Statement at roundtable on Articles 9, and 10.  Dr Johnny Ryan: Thank you. PageFair is a European adtech company. We are very much in support of the Regulation as proposed, in so far as it relates to online behavioural advertising (OBA).…

Why pseudonymization is not the silver bullet for GDPR.

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Pseudonymization will not save online advertising companies from having to seek consent to use browsing and other personal data. This note explains why. Personally identifiable data (PII) will become toxic in May 2018 when the General Data Protection Regulation is applied, unless data subjects have given consent.[1] Some businesses may try to rely on “pseudonymization”, a partial method of anonymization, to continue to use PII without consent. This would be a mistake, as the GDPR (and a previous opinion from the Article 29 Working Party[2]).…