One underlying challenge facing the AdTech industry is the need to accomplish personalisation without surveillance so as not to run afoul of the GDPR. The IAB Europe report identifies this issue, but fails to find an adequate workaround regarding third-party cookies. There is, in fact, a solution with great potential called the 5th Cookie Approach. This model uses microsegements and data stewards to protect identities and enforce privacy policies. In short, the 5th Cookie approach lets advertisers discover information about individual consumers without needing to know who they are.
Key Takeaways:
- Personalization requires surveillance of personal data, but this will run afoul of the GDPR.
- Rather than find a third-party cookie workaround, the innovative 5th Cookie approach places individuals in microsegements.
- These microsegments will be small enough for ad targeting, but not so small to surveil.
“In the current social and regulatory environment, making promises about privacy will not be enough.”