The General Data Protection Regulation has only been in force a couple of months, and some ad tech vendors have already identified fake user-consent strings, a sign that fraudsters could be manipulating them to trick ad buyers into thinking they’re bidding on ad inventory that’s compliant with the E.U. online privacy law.
A consent string is a series of numbers added to an ad bid request that identifies whether an ad tech vendor has a user’s consent to use their data to serve them personalized ads. Consent strings are a crucial way for ad tech vendors and buyers to identify inventory that’s GDPR-compliant.
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