In 2020, the CNIL opened its investigation into real-time bidding. They found user data is broadcast to hundreds of AdTech companies in milliseconds for purposes far beyond those for which consent was obtained. With no user visibility. The Irish DPC fined Meta €225M for the same pattern. The Belgian DPA went after IAB Europe's TCF framework itself.

The structural problem is that traditional CMPs enforce consent at the collection point: the publisher page. But data flows downstream to DSPs, SSPs, DMPs, ad exchanges, none of which the user ever interacted with.

No downstream problem can be fixed with an upstream solution.

What does it mean in practice? A consent enforcement model shall travel with the data, validating each secondary processing action against the user's original preferences, regardless of how many hops downstream it's reached.

That's the architectural AdTech next decade reengineering work that is about to begin (from OOPS to article 88b) and that we designed, and patented an architecture for -and most companies discover now.

For those who do not know us yet, do not lag behind. Let's talk: Contact us