rupert.graves
Jul 10, 2017 · 1 min read

Thoughtful article Robert. Thank you for posting it. As regards the role of consent I see that marketing will be the biggest single use case for consent and will be sought as adjunct to the terms and conditions that would cover service delivery. So a service may be delivered using legitimate interest or contract as a legal justification, but to market that service (or third party services) a consent would be needed.

However, care must be taken as marketing isn’t a single thing. Personal data is often used to either buy or sell media. These are very different purposes with very different implications and meaning for consumers. In the case where media is being sold (e.g. a news website) it represents income. In this case the publisher may (or may not) need consent to use personal data, depending on the scenario. In either case the purpose of why personal data is being used needs to be clearly spelled out. Hence the urgent need for definitions of purpose categories for use of personal data.

    rupert.graves

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    Cofounder of AdUnity. 25 years commercial and product experience in digital media, mobile and advertising.