5 ms·

You are right. I also believe many publishers knew this too but the IAB provides a shield of sorts and buys time when it is inevitably (as in now) ruled illegal

You are right. I also believe many publishers knew this too but the IAB provides a shield of sorts and buys time when it is inevitably (as in now) ruled illegal. Most ad-tech, and programatic advertising, is not compatible with GDPR. I think that is intentional on part of the EU - and something I am a fan of personally. The industry needs to shift - contextual ads or other innovations - others have done this. They refused to self-regulate all these years and had opportunity to move away from their invasive practices.

Tomte 5y ago
It's hard to start doing this when your competitors keep playing by the old rules. My hope is that ever more aggressive enforcement will finally lead us to the point where the dams break and everyone scrambles to get compliant at once. The sooner, the better. But I realize that the legal system needs to ramp up the pressure, they cannot start with company-destroying fines on day one. These rulings and fines keep me in good spirits, because I think we're actually getting there. Slowly, but still.
- donohoe 5y ago
  True, but the months ahead of GDR directive coming in was one of those potential moments. Google kept promising us their own framework and consent system. They kept pushing the date to unveil it and as we ran out of time I had to build my own, and many others jumped into the IAB framework because of so few options (and it came down to the wire there too despite knowing for years this was in the works). >> they cannot start with company-destroying fines on day one I think they can - and the GDPR fines are linked to revenue - and I think they have no choice. Companies need to take this seriously. >> Slowly, but still I'll take slowly over backwards.
  - Tomte 5y ago
    > I think they can Certainly not. The courts would take a very dim view of that. You need to show through a series of regulatory interventions and escalating fines that you afforded those companies due process and that the fines are reasonable. The maximum allowed under a law is virtually never reasonable in a first-time enforcement.

Tomte 5y ago

It's hard to start doing this when your competitors keep playing by the old rules. My hope is that ever more aggressive enforcement will finally lead us to the point where the dams break and everyone scrambles to get compliant at once. The sooner, the better. But I realize that the legal system needs to ramp up the pressure, they cannot start with company-destroying fines on day one. These rulings and fines keep me in good spirits, because I think we're actually getting there. Slowly, but still.

donohoe 5y ago
True, but the months ahead of GDR directive coming in was one of those potential moments. Google kept promising us their own framework and consent system. They kept pushing the date to unveil it and as we ran out of time I had to build my own, and many others jumped into the IAB framework because of so few options (and it came down to the wire there too despite knowing for years this was in the works). >> they cannot start with company-destroying fines on day one I think they can - and the GDPR fines are linked to revenue - and I think they have no choice. Companies need to take this seriously. >> Slowly, but still I'll take slowly over backwards.
- Tomte 5y ago
  > I think they can Certainly not. The courts would take a very dim view of that. You need to show through a series of regulatory interventions and escalating fines that you afforded those companies due process and that the fines are reasonable. The maximum allowed under a law is virtually never reasonable in a first-time enforcement.