Have you noticed the
slow,
low key, drip feed of fines on tech companies for GDPR non-compliance lately? Each successful case lays further groundwork for more cases to be brought, such that online advertising as it currently know it may well be entirely non-compliant. That at least is the argument presented in this fascinating post (get past the uncompromising non-UI!), which looks at individual cases and why they were lost by tech companies - mainly because the consent banners were deceptive or nudges users toward acceptance. Includes interesting speculation on what types of advertising might come next.
Essential read for all recruitment advertisers / marketers.