Question

How data and privacy concerns are changing advertising, and identify challenges associated with leveraging data, preserving privacy, and meeting data regulations such as GDPR to increase advertising effectiveness.

Answer 1

On May 25, the General Data Protection Regulation (GDPR) went into effect. It will have an immediate and ongoing impact on the collection and storage of personal information of citizens across the EU. Brands that use data to target and enhance their digital marketing efforts must now take action to ensure that they are complying with these new regulations.

The most important points to remember about the GDPR are as follows:

• People own their data, not companies.
• Data privacy is a right for all.
• All identifying data must be protected.
• Businesses must obtain consent to collect and store data. The consent must be informed and given explicitly.
• Consumers may withdraw their consent.
• Consumers may delete or modify their stored data.
• Regulatory breaches must be reported.
• Failure to comply, even accidentally, can result in fines.

Before this regulation, brands could play quite fast and loose with consumer data. Now that they have to operate within these restrictions, their approaches to digital advertising must change.

If you own a company that isn’t in the EU, you aren’t in the clear. As long as you do business with consumers there, this impacts you. GDPR may also impact the B2B sector. The Data Protection Act of 1998 declared the data of sole traders and partners personal data. Nothing in the GDPR explicitly changes that.

Data and privacy concerns are changing advertising, and identify challenges associated with leveraging data, preserving privacy, and meeting data regulations such as GDPR to increase advertising effectiveness. Some of the major functions of GDPR are as follows:

1. GDPR brings new opportunities in native advertising
2. Brands will be forced to take a more thoughtful approach to targeting and publishing
3. Using data to target social media and PPC becomes significantly more challenging
4. Using data to target social media and PPC becomes significantly more challenging
5. Brands and publishers will seek to boost on-site content and engagement