You may recall that the IAB Europe has developed a widely-adopted ad consent framework that lets real-time-bidding comply with GDPR. Well, oopsies – investigators at the Belgian Data Protection Authority, which is the lead regulator for this particular issue, found the framework fails to meet legal requirements. At least, we think they have: I couldn’t find the report anywhere online, maybe because it’s in Dutch or maybe because they just really like privacy.

Rreports of personalization’s death are greatly exaggerated. This exquisitely designed study from MAGNA and IPG Media Lab found different kinds of video ad personalization generated improvements from 5% to 16% in different metrics. Fascinating detail on how subject matter, data type, ad channel, and other variables affect results.

CDP mParticle is being acquired by ecommerce platform Rokt for a price of $300 million.  It’s the third acquisition of a leading independent CDP in a little over one month, following Uniphore’s purchase of ActionIQ and Contentstack’s purchase of Lytics. All three buyers offer some type of customer-facing technology; apparently they’ve decided that adding real-time profiles from CDP will give them a competitive edge.  (See this blog post for more analysis.)