This is very welcome news. The expansive and irritating ‘consent’ forms that IAB makes available to a wide range of sites is about to be judged in violation of the GDPR by the Belgian DPA.

Three years ago I mentioned here a French verdict that I read as meaning the end of IAB’s approach, but now it seems to be happening for real. Good to see the Timelex law firm involved in this. A decade ago I worked closely with them on European open data topics.

To be clear: AdTech is fundamentally non-compatible with the GDPR, and needs to die.