The Dublin, Ireland-based firm, PageFair, has analyzed the upcoming General Data Protection Regulation (GDPR)and determined that user consent is  “unworkable” for targeted advertising, and the company is now trying to reinvent that wheel.

The firm announced a joint initiative with eight other ad tech companies that provides GDPR-compliant ad targeting without requiring user consent.

The intitial group 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 mentioned companies are going to be working within Perimeter as an option, but not as their exclusive environment.

In the announcement, PageFair CEO Sean Blanchfield said that the key objective is to rewire “the advertising supply chain to work without personal data.”

[Read the full article on MarTech Today.]

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