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.”
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