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A year ago today, the EU implemented the General Data Protection Regulation, the GDPR. Motivated by threat fines that theoretically can reach 4% of overall revenue, marketers have rushed through countless fire drills to try to ensure compliance.
So far this year, Google has been fined $ 57 million. EU complaints have been filed against Amazon, Apple and YouTube.
Marketers have launched a series of policy reviews. But beyond the high-profile fines and complaints, the importance of the PMP and its implications is, to say the least, unclear.
This is not clear & nbsp; how data will be collected and used in the future. Borders are often confusing for marketers.
In order to shed light on the impact of the GDPR, I asked Brian Weiser, Global President of GroupM's business intelligence, to share his thoughts on our current and future situation.
Paul Talbot:& nbsp; It's been a year. How would you describe the impact of GDPR on North American marketers?
Brian Weiser:& nbsp; I think North American marketers have kept an eye on the GDPR, but have generally made few changes. However, they are closely monitoring laws that will come into effect, such as the CCPA.
Talbot:& nbsp; What has been the impact on global media pricing?
Weiser& nbsp; It's hard to say with precision, but you can usually say that prices on a comparable basis would have been a bit higher in Europe if only some less desirable stocks were no longer available for sale.
Talbot:& nbsp; You said: "Assessing the long-term impact of the policy with great precision is always difficult because the way it will ultimately be implemented will evolve." That said, how should marketers keep a careful eye on this evolution can focus on what is important?
Weiser& nbsp; Stricter rules are more likely than looser ones from here. Marketers should generally badume that they must have a brand strong enough that a consumer can willingly share the data they need. If a distributor does not have such a strong brand, he must continue to develop it.
Talbot:& nbsp; You have called Europe "the endocrine system of digital advertising". Where does this leave the United States and Canada?
Weiser& nbsp; & nbsp;Canada seems to be more active than the United States, but it is not particularly big compared to the United States or Europe. And as the United States has not taken any significant action – and does not seem to be fully likely to do it in the short term -, Europe, which is a market almost as large as the United States, allows most digital media owners to set the rules these entities will have to live by.
Talbot:& nbsp; For a "unique approach to the use of data in digital advertising" to take shape, what should happen and who should be involved?
Weiser& nbsp; I doubt that this will happen one day – marketers personalize the data according to the needs of their business and their brand.
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A year ago today, the EU implemented the General Data Protection Regulation, the GDPR. Motivated by threat fines that theoretically can reach 4% of overall revenue, marketers have rushed through countless fire drills to try to ensure compliance.
So far this year, Google has been fined $ 57 million. EU complaints have been filed against Amazon, Apple and YouTube.
Marketers have launched a series of policy reviews. But beyond the high-profile fines and complaints, the importance of the PMP and its implications is, to say the least, unclear.
It is unclear how data will be collected and used in the future. Borders are often confusing for marketers.
In order to shed light on the impact of the GDPR, I asked Brian Weiser, Global President of GroupM's business intelligence, to share his thoughts on our current and future situation.
Paul Talbot: It's been a year. How would you describe the impact of GDPR on North American marketers?
Brian Weiser: I think North American marketers have kept an eye on the GDPR, but have generally made few changes. However, they are closely monitoring laws that will come into effect, such as the CCPA.
Talbot: What has been the impact on global media pricing?
Weiser It's hard to say with precision, but you can usually say that prices on a comparable basis would have been a bit higher in Europe if only some less desirable stocks were no longer available for sale.
Talbot: You said: "Assessing the long-term impact of the policy with great precision is always difficult because the way it will ultimately be implemented will evolve." That said, how should marketers keep a careful eye on this evolution can focus on what is important?
Weiser Stricter rules are more likely than looser ones from here. Marketers should generally badume that they must have a brand strong enough that a consumer can willingly share the data they need. If a distributor does not have such a strong brand, he must continue to develop it.
Talbot: You have called Europe "the endocrine system of digital advertising". Where does this leave the United States and Canada?
Weiser Canada seems to be more active than the United States, but it is not particularly big compared to the United States or Europe. And as the United States has not taken any significant action – and does not seem to be fully likely to do it in the short term -, Europe, which is a market almost as large as the United States, allows most digital media owners to set the rules these entities will have to live by.
Talbot: For a "unique approach to the use of data in digital advertising" to take shape, what should happen and who should be involved?
Weiser I doubt that this will happen one day – marketers personalize the data according to the needs of their business and their brand.
