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2018 Email Marketing & Unsubscribe Audit

The Online Trust Alliance’s 2018 mail Marketing & Unsubscribe Audit found that the vast majority of audited online retailers have embraced unsubscribe best practices, going beyond mere compliance, and have shown continued improvement since 2014 despite expanded and more stringent criteria. This year’s Audit examines the entire email engagement process, from signup to receiving email to the unsubscribe user experience and results.

For 2018, 74% of the top retailers qualified, a strong improvement from 67% in 2017 and nearly reaching the 75% achievement level of 2015. Email security was another highlight area in 2018. Adoption of email authentication technologies SPF and DKIM reached 100%, and adoption of DMARC (another email authentication technology to prevent spoofing) and opportunistic TLS (encrypting messages between mail servers) improved significantly.

Full report: 2018 Email Marketing & Unsubscribe Audit | Online Trust Alliance

How a small French privacy ruling could remake adtech for good

A ruling in late October against a little-known French adtech firm that popped up on the national data watchdog’s website earlier this month is causing ripples of excitement to run through privacy watchers in Europe who believe it signals the beginning of the end for creepy online ads.

CNIL’s decision suggests that bundling consent to partner processing in a contract is not, in and of itself, valid consent under the European Union’s General Data Protection Regulation (GDPR) framework.

Full article: How a small French privacy ruling could remake adtech for good | TechCrunch

Marketers Push Agencies to Shoulder More Liability for Data Breaches

New data privacy rules are pushing marketers to unload millions of dollars in liability on the agencies that help them buy their media, forcing the shops to take on new levels of financial risks.

The focus on data privacy has heated up following the arrival of the European Union’s General Data Protection Regulation, which in many cases requires publishers and advertisers to obtain consumers’ explicit consent before using their information to tailor advertisements.

Full article: Marketers Push Agencies to Shoulder More Liability for Data Breaches – WSJ

Researchers Defeat Most Powerful Ad Blockers

Perceptual ad blockers will come out on the losing side in the war against internet advertisers and expose users to a host of new attack vectors in the process, the researchers warned. According to new research an AI was able to defeat perceptual ad blockers.

Source: Researchers Defeat Most Powerful Ad Blockers, Declare a ‘New Arms Race’ – Motherboard

Data dealers accused of GDPR failings

Data law regulators in Europe have been called upon to look into a potential data breach case, with brokers, credit ratings agencies and adtech firms falling under suspicion of not playing by new rules. Complaints were filed to regulators last week by a campaign group named Privacy International, regarding possible transgressions committed by the data broker Acxiom, credit rating agencies, Experian and Equifax, and software multinational, Oracle, the Financial Times online reports.

Full article: Data dealers accused of GDPR failings

Ad tech’s privacy implications go beyond targets

Ad tech can be a complicated area to navigate, and its continued growth has allowed it to become intertwined with many of the privacy issues professionals currently face. Of course, it all starts with targeted advertising, which has raised concerns for the better part of a decade.

When you are in the weeds of the privacy industry, you hear a lot about the dangers of targeted advertising. It is helpful to have tangible examples, however, to be reminded that these methods are not going anywhere and that privacy professionals will have to find a balance between the benefits and risks of these practices.

Full article: Ad tech’s privacy implications go beyond targets

What happens to ad tech post-GDPR?

The central issue seems to center around whether ad tech can continue to operate as it has before the EU shifted its legal landscape on data protection and privacy, or if it will have to shift to a new model in order to be compliant. And while the General Data Protection Regulation is the immediate concern given its loom, there’s even more concern industry-wide with the to-be-finalized ePrivacy Regulation, which is still being negotiated by EU government, but which threatens to place an even heavier emphasis on consent for legal processing of personal data, casting a wider net than the GDPR.

Full article: No, seriously: What happens to ad tech post-GDPR?

How PrivacyChain could solve one of consent management’s biggest problems

The new privacy blockchain proposal — announced last week by the Interactive Advertising Bureau’s Tech Lab in conjunction with identity resolution provider LiveRamp — could solve one of the biggest problems of consent management.

When a user allows a publisher to use her info for marketing or ads, the consent info is passed via a TCF-suitable consent management platform to vendors who have been approved by the publisher, such as ad exchanges, data management platforms, tag management platforms and so on. But those vendors could share the info with other vendors, or there might be vendors on the web site who got hold of the info without the publisher’s knowledge.

Full article: How the IAB Tech Lab’s new PrivacyChain could solve one of consent management’s biggest problems – MarTech Today

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