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May 25 was a very important day for the advertising industry in Europe and around the world since the entry into force of the General Data Protection Regulation (GDPR or GDPR). English). approved a little over two years ago by the European Parliament and the Council of the European Union, aims to act on two particular points: standardize legislation across the EU to achieve the same level of protection in member countries, and change the generalized perception of the population that does not feel they have total control over their personal data.
The way to proceed is to change the way companies approach data confidentiality. This is particularly important in a context where the value of custom data in Europe is estimated at 1 trillion euros by 2020.
What is it? is different from what already exists?
Substantial change from the past relies on the consent and accessibility of information from users, who must have the opportunity to know if your personal data is being used and processed , from where and for what purpose, in the same way that you may require this data to be modified or deleted, as well as to receive data about you in a format to be understood
It should be noted that when When talking about personal data, all individuals or people badociated with other people can identify a person, full name and address to IP addresses. This translates into a large scope and scope of the law for companies that use data as part of their business strategy.
As a practical example, you will notice for several months that websites are starting to include a pop-up window. as a warning in which they communicate and / or indicate to the user that when browsing the pages of the same accepts the privacy policy established by the site, as well as they have also probably received a cataract corporate mails that ask to validate the interest of the user to be part of the company database. This is the result, neither more nor less, of a basic principle of the GDPR: the consent of users to use their data must be minimally explicit, for example by ticking a specific box, and the explanation of its Objective can not be hidden in an endless document of Terms and Conditions, which seems armed so that no one reads it in full.
Among the companies that are part of this process are two major groups: data controllers (service companies with data from their customers, or websites containing data from their users) and data processing companies (companies that handle them on behalf of controlling companies, eg managing authorities or advertising agencies).
What can happen if I am not in the rules?
Legislation states that in case of deliberate or accidental data leakage, the penalties may reach 4% of business turnover of the company or 20 million dollars. 39 euros, whichever is greater.
If I'm not in Europe, how does it affect me?
The first thing to be clear is that the GDPR affects not only the territory of the European Union, but also the companies that offer products or services to residents of the same which involves l 39; use of personal data, such as those that collect personal data or monitor the behavior of users in the EU.
On the other hand, the regulation lays the foundation for a future comprehensive legislation that includes and extends those already existing in the local scope of application (such as the Personal Data Protection Act). , with which being in good standing with the GDPR already allows to be ahead of the changes that come in the industry.
What can I do to make sure I am in the right conditions?
First of all, it is important to know which one is located in which categories (controllers or data processors). As a general rule, as explained above, the companies that have direct contact with the users are the controllers, while the companies of ad tech or the intermediaries are transformers of the same thing.
In the first case, the express consent of the user is a necessary condition to comply with the parameters of the legislation, while the processors must ensure that they use the data only as agreed with their customers, in accordance with the principles of confidentiality of personal data. Regarding the use, storage and computer security.
In the case of Dentsu Aegis Network, through our Carat, Vizeum, Dentsu and iProspect agency brands, our programmatic purchasing unit Amnet and our DMP Navegg, we act as data and we follow the guidelines of GDPR in Argentina, based on what has been agreed with our customers.
In the specific case of Navegg, which is also the data management platform with greater reach in Latin America, we go further and allow any user to access his profile user, edit it according to his preferences and even delete it if you wish, all from the website, as part of our privacy policy.
As a user, how does this change me?
As we have seen above, in the advertising field, data represents a unique opportunity for companies to offer products and services to users in a personalized way and aligned with your preferences . This allows users to receive relevant notifications to their person with whom they want to interact, and from the business side the opportunity to increase their business to offer better services or continue to keep the generated content online that is available Free for users.
That said, every user has the right to decide if he wants his information to be used in whole or in part for that purpose, and companies must respect his decision. The control must have the user. This is the only way to establish a relationship based on trust between those who offer products and services and those who consume them.
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