A couple of months ago a big German publisher asked us to provide information on our service (regarding GDPR). I asked them who is our mutual client (advertiser), that is using our services on their network. The answer was: The tracker was added programmatically, so they cannot say who's behind it.
And recently, a couple of days ago, a bunch of German publishers started a concerted action. They are asking every known mar tech company (I guess from the official TCF vendor list) to give detailed information about tracking cookies, tracking urls and so on.
It's pretty clear that publishers don't really have an idea what they are implementing on their sites, when e.g. adding the GA containers or selling their assets. The mar tech universe is huge and complex, consisting of hundreds and hundres of different companies, using tracking technologies, piggy-backing pixels, transfering data between each other.
In the beginning there were three main stake holders: Advertisers, Publishers and Users. When mar tech companies arrived, the amount of participants increased tremendously. Just to improve the delivery of ads.
And GDPR? Either you'are facing dark patterns or you have to select between "ad supported" and "paid content". GDPR will not reduce the complexity of the system. Best two evidences:
The TCF. An industrial standard from the industry for the industry. It's not designed to be understood by end users. The user is facing mar tech buzzwords, dozens of purposes and hundreds of vendors. How does that help?
And plugins that hide / skip consent banners automatically, because people hat them.
And recently, a couple of days ago, a bunch of German publishers started a concerted action. They are asking every known mar tech company (I guess from the official TCF vendor list) to give detailed information about tracking cookies, tracking urls and so on.
It's pretty clear that publishers don't really have an idea what they are implementing on their sites, when e.g. adding the GA containers or selling their assets. The mar tech universe is huge and complex, consisting of hundreds and hundres of different companies, using tracking technologies, piggy-backing pixels, transfering data between each other.
In the beginning there were three main stake holders: Advertisers, Publishers and Users. When mar tech companies arrived, the amount of participants increased tremendously. Just to improve the delivery of ads.
And GDPR? Either you'are facing dark patterns or you have to select between "ad supported" and "paid content". GDPR will not reduce the complexity of the system. Best two evidences:
The TCF. An industrial standard from the industry for the industry. It's not designed to be understood by end users. The user is facing mar tech buzzwords, dozens of purposes and hundreds of vendors. How does that help?
And plugins that hide / skip consent banners automatically, because people hat them.