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Here’s how GDPR is already changing web design

When Europe’s sweeping privacy regulations (called GDPR) took effect in May, it was unclear just how much the new rules would affect this completely ubiquitous fact of life on the internet, but a report from the Reuters Institute gives us an early look: Among news sites–which tend to use the most cookies, since they’re dependent on ad dollars–cookies are down by 22%.

Source: Third-party cookies have dropped by 22% since GDPR took effect

The growing role of second party data in marketing

May we see second party data have a growing role in marketing today if secure platforms are to enable such marketplaces to emerge? In an age where data is THE hot commodity, the trading of first party data between publishers, brands and like-minded organisations is a welcome and natural opportunity.

Read article: The growing role of second party data in marketing

Google and Mastercard Cut a Secret Ad Deal to Track Retail Sales

Google and Mastercard brokered a business partnership that gave Google an unprecedented asset for measuring retail spending, part of the search giant’s strategy to fortify its primary business against onslaughts from Amazon.com and others.

But the deal, which has not been previously reported, could raise broader privacy concerns about how much consumer data technology companies like Google quietly absorb. People don’t expect what they buy physically in a store to be linked to what they are buying online.

Source: Google and Mastercard Cut a Secret Ad Deal to Track Retail Sales – Bloomberg

California Privacy Protection Act will impact Ad Tech

On June 28, the California Legislature hastily passed the California Consumer Privacy Act of 2018 (CCPA). The law, which takes effect in less than 1 ½ years, Jan. 1, 2020, ushers in a GDPR-light approach here in the United States. No more buffer. No more distant regulators unable or unwilling to reach US companies on their home turf. If they haven’t already done so, the time for ad tech companies to change the way they store and process data is fast approaching.

Read article: Should Ad Tech Panic Over The California Privacy Protection Act Now Or Later? | AdExchanger

Under GDPR, publishers are adopting consent management platforms

More publishers are feeling under pressure to adopt a consent-management platform to be compliant with the General Data Protection Regulation. In the U.K., 31 percent of publishers had a CMP, an increase of 12 percent from July to August. Among U.S. publishers, 27 percent had a CMP in August, up 13 percent from the month before.

Source: Under GDPR, publishers are adopting CMPs for fear of losing out on ad revenue – Digiday

CNIL Serves Formal Notice to Marketing Companies to Obtain User’s Consent for Ad Targeting

On July 19, 2018, the French Data Protection Authority (“CNIL”) announced that it served a formal notice to two advertising startups headquartered in France, FIDZUP and TEEMO. Both companies collect personal data from mobile phones via software development kit (“SDK”) tools integrated into the code of their partners’ mobile apps — even when the apps are not in use — and process the data to conduct marketing campaigns on mobile phones.

Source: CNIL Serves Formal Notice to Marketing Companies to Obtain User’s Consent for Processing Geolocation Data for Ad Targeting

How AT&T’s plan to become the new Facebook could be a privacy nightmare

The unchecked power of telecom giants that want to compete with tech companies creates a perfect storm for privacy violations. While it’s easy to imagine how a company like AT&T may run rampant with regard to consumer privacy if it does build a world-class ad-targeting machine, it’s a lot harder to picture the company actually building that machine or anything even closely resembling the digital ad empires of Facebook and Google.

Read article: How AT&T’s plan to become the new Facebook could be a privacy nightmare – The Verge

Post-GDPR, How Many Will Really Opt Out Of Personal Targeting?

If stricter opt-in dialogues brought by GDPR make mass opt-outs more likely, how might that affect the functioning of user ID or third-party data? Ultimately, we now live in an opt-in world, but the dust has yet to fully settle. When it does, the public’s love or hate of targeting may yet play a bigger role in ad tech’s future.

Read full article: Post-GDPR, How Many Will Really Opt Out Of Personal Targeting? | AdExchanger

Websites and online advertisers test limits of European privacy law

Businesses engaged in online advertising are taking divergent approaches to a new European data protection law, with some shutting services to ensure compliance while others test the limits of what regulators will allow. Limited enforcement of consent requirements is enabling companies to push the line.

Source: Websites and online advertisers test limits of European privacy law | Reuters

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