Desperate times call for desperate in-browser messages.
With Apple already making moves against ad tracking in its Safari browser and the General Data Protection Regulation being enforced in May, ad retargeters are desperately trying to get consent from users to track their digital browsing behavior. Companies such as Criteo and AdRoll are trying to get people’s consent by serving in-browser messages that opt users into ad tracking once they close the messages.
Criteo and AdRoll did not return messages about this story. But Digiday spoke to five ad tech industry insiders who unanimously concluded that the in-browser messages should not qualify as acquiring user consent.
The GDPR demands that personal data only be used with explicit permission from individuals. Apple updated its Safari browser in September to prevent third parties from tracking users for more than 24 hours after a user visits a website.
Together, these moves make it a particularly difficult moment for retargeters since they are fighting a two-front war to keep their business model afloat, said Ratko Vidakovic, founder of ad tech consultancy AdProfs. Criteo’s stock already tumbled in December after it revealed that Apple’s crackdown on ad tracking hurt its business more than expected.