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Tag Archives for " marketing "

ICO publishes update report on adtech

For several months ICO has been reviewing how personal data is used in real time bidding (RTB) in programmatic advertising, engaging with key stakeholders directly to understand the views and concerns of those involved.

As a result of research, ICO published Update report into adtech and real time bidding which summarises findings so far. If you operate in the adtech space, it’s time to look at what you’re doing now, and to assess how you use personal data.

Source: Blog: ICO Adtech update report published following industry engagement | ICO

1 year into GDPR, ad industry braces for more fines

Complacency is a dangerous mistress. But it’s a trap many companies are in danger of falling into when it comes to the General Data Protection Regulation, according to advertising sources.

The temptation to do as little as possible, so as to maintain ad revenues, is high. And with no seriously worrying fines levied yet at businesses, several publishers that had taken a strict approach to consent, have started to loosen their terms in order not to feel punished by falling ad revenues while their rivals flourish.

Full article: ‘We’ve only just started’: 1 year into GDPR, ad industry braces for more fines – Digiday

Apple has a plan to make online ads more private

Apple says it’s figured out some middle ground that keeps ads alive but without their nefarious ad tracking capabilities. The tech giant came up with Privacy Preserving Ad Click Attribution.

Ads don’t need to share with anyone else that you bought something from an online store. Ads just need to know that someone — and not an identifiable person — clicked on an ad on a site and bought something on another.

Source: Apple has a plan to make online ads more private | TechCrunch

Irish regulator investigates Google’s Ad Exchange

The Irish Data Protection Commission will look into whether Google’s Ad Exchange system is GDPR-compliant.

Ad Exchange system is used by companies to target people with adverts across the internet.

The investigation followed a formal complaint by Johnny Ryan, chief policy officer at Brave, the private web browser which blocks ads and trackers. He accused Google’s internet ad services business, DoubleClick/Authorized Buyers, of leaking users’ intimate data to thousands of companies.

Sources:

The GDPR: the driving force behind creative advertising

The months and weeks before its introduction, businesses – and particularly the media industry –scrambled to meet the GDPR legislation. Marketers and advertisers knew that their heavy reliance on collecting and using personal data in ad campaigns would have to change.

One year on, rather than bemoaning GDPR as a challenge, brands, advertisers and agencies are displaying a readiness and willingness to clean up their data practices.

Full article: The GDPR: the driving force behind creative advertising

IAB Europe updates transparency and consent guidelines to meet GDPR compliance

The Interactive Advertising Bureau (IAB) Europe has updated technical details relating to the GDPR framework, designed to support digital advertising in compliance journeys to EU data laws which came into play on May 25 th 2018.

The Transparency & Consent Framework (TCF) was implemented 12 months ago, in partnership with IAB Tech Lab to build a common framework intended to boost legal integrity and advertising value throughout marketing chains, so that practices fall in line with GDPR standards.

Source: IAB Europe updates transparency and consent guidelines to meet GDPR compliance

Facebook Custom Audience illegal without explicit user consent, Bavarian Data Protection Authority rules

Online shops and marketers routinely share customer data with Facebook to reach them with targeted advertising.

Turns out: in many cases this is illegal. A ground-breaking decision by a German Data Protection Authority recently ruled that matching customers’ email addresses with their Facebook accounts requires their explicit consent.

Source: Facebook Custom Audience illegal without explicit user consent, Bavarian Data Protection Authority rules – netzpolitik.org

The Pitfalls of Personalisation

Hyper-personalisation is often considered the ‘holy grail’ of consumer experiences. It’s convenient, it’s targeted and in an ideal world it’s exactly what the consumer needs. But three quarters of consumers find at least some personalised marketing “somewhat creepy”.

On both sides of the Atlantic, attitudes towards data, privacy and personalisation are shifting. In the US, 57% of consumers say they’re now more concerned about data and privacy than they were a year ago. And 68% would like to see the US adopt a strict data-privacy law, similar to Europe’s General Data Protection Regulation (GDPR). In Europe itself, research by the Open Data Institute found that as little as 2% of consumers trust advertisers with their personal data.

Full article: The Pitfalls of Personalisation

The Netherlands DPA states cookie wall not allowed

On 7 March 2019, the Dutch Data Protection Authority (DPA) created quite some buzz in the online Dutch (advertising) industry: websites that only give visitors access to their site if they agree to tracking cookies (or similar technologies) do not comply with the GDPR.

This also means that the so-called cookie walls that are placed on websites, preventing visitors access to websites if they do not consent to tracking cookies, are not allowed in the view of the Dutch DPA.

Source: The Netherlands: S.A. states that websites must be accessible at all times; cookie wall not allowed

Ad world flocks to Congress urging federal data privacy legislation

Leaders in advertising and consumer privacy have descended upon Washington, DC to push Congress to pass federal legislation on data protection that dodges the pitfalls of GDPR and avoids a patchwork of state-by-state laws.

Without federal legislation, the fear is an amalgamation of state laws that present confusion and challenges for consumers and advertisers.

Source: Ad world flocks to Congress urging federal data privacy legislation | The Drum

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