The Universe of Bullshit is about to collapse.
To get a sense of what will be left of adtech after GDPR Sunrise Day, start by reading a pair of articles in AdExchanger by @JamesHercher. The first reports on the Transparency and Consent Framework published by IAB Europe. The second reports on how Google is pretty much ignoring that framework and going direct with their own way of obtaining consent to tracking:
Google’s and other consent-gathering solutions are basically a series of pop-up notifications that provide a mechanism for publishers to provide clear disclosure and consent in accordance with data regulations.
The Google consent interface greets site visitors with a request to use data to tailor advertising, with equally prominent “no” and “yes” buttons. If a reader declines to be tracked, he or she sees a notice saying the ads will be less relevant and asking to “agree” or go back to the previous page. According to a source, one research study on this type of opt-out mechanism led to opt-out rates of more than 70%.
Meaning only 30% of site visitors will consent to being tracked. So, say goodbye to 70% of adtech’s eyeball targets right there. […]
Meanwhile, the adtech business surely knows the sky is falling. The main question is how far.
One possibility is 95% of the way to zero. That outcome is suggested by results published in PageFair last October by Dr. Johnny Ryan (@JohnnyRyan) there.