I cannot believe IAB Europe is still referring to & #39;personally-identifiable information& #39; in its "Guide to the Post Third-Party Cookie Era". This concept just doesn& #39;t exist under the GDPR, and what they call an & #39;anonymous UUID& #39; is in fact a pseudonymous ID.
https://iabeurope.eu/knowledge-hub/iab-europe-guide-to-the-post-third-party-cookie-era/">https://iabeurope.eu/knowledge...

IAB Europe states the guide should "prepare brands, agencies, publishers and tech intermediaries" and I& #39;d say this is clearly misinformation.

Other recommendations are questionable, at least. No, email/phone-based IDs are not & #39;very likely to replace& #39; cookie IDs. Won& #39;t happen.

No, marketers won& #39;t replace cookie IDs with location data & #39;as part of a holistic strategy& #39;. Location is highly sensitive, and thus high risk with regards to compliance.

They also won& #39;t increasingly turn to mobile advertising IDs which are also risky (and in any case not on iOS).

What I like is that they clearly refer to the linkability of personal IDs.

FB custom audiences = & #39;direct integration and activation of email addresses& #39;

& #39;map ...email addresses to digital identifiers& #39;
& #39;connecting email addresses to digital identifiers& #39;
& #39;people-based identifiers& #39;

"While most … listed universal IDs would normally be written to the page as third-party cookies, the fact that Prebid has domain level access to the page means that it is able to set a first-party cookie"

https://abs.twimg.com/emoji/v2/... draggable="false" alt="➡" title="Pfeil nach rechts" aria-label="Emoji: Pfeil nach rechts"> Put those on the todo list for GDPR complaints, DPAs, browser vendors

Btw. While I& #39;m not expecting much from most contributors to this guide, which aims to further sustain today& #39;s broken and exploitative surveillance advertising ecosystem against consumer expectations and the law, it& #39;s a shame that a public broadcaster, the BBC, takes part in this.

I wonder why Google, whose & #39;ads data hub& #39; is prominently featured in the guide, is not listed as a contributor https://abs.twimg.com/emoji/v2/... draggable="false" alt="🤔" title="Denkendes Gesicht" aria-label="Emoji: Denkendes Gesicht">https://abs.twimg.com/emoji/v2/... draggable="false" alt="😇" title="Lächelndes Gesicht mit Heiligenschein" aria-label="Emoji: Lächelndes Gesicht mit Heiligenschein">

In case you didn& #39;t hear it from me, both Google& #39;s extensive centralized personal data business and the wild west of distributed personal data business must end.