• With a few exceptions, he pointed out, GDPR specifies that publishers and advertisers need to get consent from each user to employ their personal data to target ads.
  • According to GDPR, Legitimate Interest allows for personal data processing if it is a benefit to the processing company, such as anti-fraud efforts or if the user is already a client, but it cannot conflict with users’ personal data rights.
  • GDPR compliance for ads based on personal data is all about user consent, he says, but consent isn’t a solution.

    Source: https://martechtoday.com/consent-unworkable-programmatic-ads-era-gdpr-209358