AdExchanger: IAB Europe And IAB Tech Lab Go Live With GDPR Consent Framework

There will be a drop-off in EU audience inventory rates for publishers not aligned with the IAB Europe’s framework, because buyers won’t be able to apply location data, audience data, device IDs or cookies, said Drew Bradstock, senior VP of product at Index Exchange.

“We’ll send the traffic to buyers and monetize as effectively as we can, but it will be less valuable inventory,” he said.

Most publishers seem content to wait and test the waters of GDPR before adopting the framework.

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