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If you'd like an explanation of what this is about, check out the IAPP's Privacy Advisor Podcast - March 29 episode interviewing Matthias Matthieson, who heads the IAB. Basically, they realize that tracking things like user consent in the programmatic online advertising space with all the uses and participants accessing and pooling the data will be pretty much impossible unless an agreed protocol is used for doing so within the advertising ecosystem. For a perspective that says GDPR and programmatic advertising as it currently exists using personal data are not compatible, see Johnny Ryan's two earlier interviews on the same podcast.