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This is from the July issue of AdNews magazine from our data survey and GDPR. Subscribe to the magazine here to read it first – and to support AdNews and independent journalism.
The General Data Protection Regulation (GDPR) has revived many debates on data and privacy. advertising technology vendors. Prior to the GDPR, some advertisers even considered suspending programmatic purchases to avoid misuse of audience data.
In addition to the effects on ads, consumers spent months in front of site popups forcing them to accept the new rules. but will it be worth it? Are brands, tech giants and data processors really safe and are consumers more savvy about what they accept?
Adam Driussi, CEO of Data Science and Artificial Intelligence, Explains How GDPR is Change, as opposed to a simple increase, depends on how a company has managed its data to this day. Quantium's data has been de-identified by design and by default for 15 years, so he views initiatives like GDPR as an opportunity. He says that he made the conscious decision not to disclose personal information and that all of his key data sets are unidentified by their design.
"When someone chooses to share his data, it should be treated as a special gift and used for their ultimate benefit, that it is to improve the products and services that they use or transform the customer experience. "
" When companies lose sight of the people they serve, it is then that problems arise. "[19659003AustralianAdvertisersHaveBeenWarned-IgnoretheRisksGDPRofVisrisquesandPerils
Although the impact of the new rules is not clear – and for many companies this might be minimal – the reality is any business that has a customer
Companies that use Digital platforms like Facebook and Google will also have to deal with their new policies on GDPR, which largely forces brands, publishers and agencies to ensure their consumption.AdNews has approached several industry leaders and advertising technology to find out how the rules, which came into effect on May 25, had an impact on advertisers and whether the market was ready.
greater emphasis on business so customers are very clear about consent to use their data.This led to a myriad of companies updating their policies. ues of data consent in recent months.
The Data Privacy Issue: The Royals Create AdNews July 2018 Cover:
Another major impact is the right for consumers to recover their data, which will force companies to implement data management practices that allow consumers to upload their data easily and transparently. The CEO of the Association of National Advertisers (AANA), John Broome, said that advertisers and larger marketing managers were the first to worry about privacy and data. "Advertisers, locally and internationally, have"
"The way they want to do it is to be very consumer-centric, what you expect from advertisers."
PwC directo Sunita Gloster told AdNews that many companies view GDPR as a compliance issue.
"In our experience, many Australian companies are not sure to be affected, let alone comply. . Australian companies can be caught in the new rules without even realizing it, "she said.
" Some people use it to get their house in order – a source clean data and an opportunity to gain trust According to the World Federation of Advertisers, half of the multinational brand owners surveyed last month believed that their marketers had major knowledge gaps about GDPR's implications for future technologies . marketing campaigns.
News Corp's video-driven video market, Unruly, is closely monitored by an ad-technology company. He conducted a study, Navigating the Landscape of Trust, which asked 350 media buyers around the world for their opinion on the GDPR and its impact on the industry.
The results confirmed that trust is a major concern for media buyers.
Unruly's global CEO, Norm Johnston, told AdNews that GDPR is a good thing because it encourages companies to perform a "data detox".
"Some bad practices and opaque processes have been built over the years and I think it's a good cleaning process for the industry to clarify who is responsible for what, and bring some clarity not only to those in the industry, but also consumers, "he said.
" This has been an unpleasant advantage for the industry. "What consumers say in the world it's that they want to do business with brands they can trust. "
Steve Sinha, Acting Chief Operating Officer and Chief Operating Officer of ADMA, Believes that businesses do not benefit from GDPR spin-offs. "The reality is that the people who operate here can be affected by the GDPR, and that can affect anyone you can talk to. , who is a customer or a recipient residing in the EU, "Sinha said. [19659003] He added that Australian-based publishers could be affected, "even though 90% of their customers are in Australia and only a small proportion are in Europe. "GDPR violations can lead to significant fines of 4%" A significant effect of this could be an SME in this environment compared to a large company, and this could become very difficult, "said Mr. Sinha
Reasons that people need to have an immed They have been informed of the macroeconomic situation and understanding of their own organization to determine if another part of the business might be affected. "[19659003] Several industry leaders, including Kamani Krishnan, director of the risks of not complying with them are clear, which is less obvious, is how much the European Union has Intention to monitor the GDPR
Krishnan explained that the new laws are based on principles rather than too prescriptive or based on common rules in the US This means that regulators have some degree of flexi how they interpret and apply the rules.
"There are aspects of GDPR that are similar to what we have here and there are similar aspects," she said.
"But there are also new changes that go far beyond what we have here in the Australian Privacy Act. "
Both laws promote transparency in information-handling practices and accountability to give individuals Assurance that their privacy is protected, explained Krishnan, and they demand that companies comply with the rules. "In addition, privacy impact badessments – mandatory in certain circumstances under the GDPR – are expected in similar circumstances in Australia, "she said.The two laws are technologically neutral, which will preserve their relevance and applicability in the context of ever-changing and emerging technologies." [19659003] 
[19659003] This first year of implementation will be important to give clues "Until people understand, caution should be on the agenda," Sinha said. "Nobody wants to be the first to push one"
Johnston said the challenge facing the industry is to find consistency in consent frameworks and rules around the world.
" If someone like IAB can step up and sew He said:
Is the GDPR going to Australia?
Although we do not know not if Australia plans to implement the GDPR Broome believes that it is incumbent on advertisers who use data to "restore trust, respect and trust" after a litany of large-scale scandals, including Facebook's use of Facebook to influence the recent US elections.
"We have all seen the confidence indicators, especially around advertising, in decline. An advertiser can clearly see that there is a link between trust and reputation of the brand, so it is in the advertiser's interest to take the right tone.
"In the end, listening to digital platforms (like Facebook and Google) will not be enough. We must hear the brands because the relationship is between the consumer and these brands. "
Broome believes that the GDPR could be the catalyst for change by governments around the world on data privacy and informed consent," he warned, "any business, regardless of its category, should to be compliant and need the oversight and governance needed for that sort of thing. "
Broome said the Cambridge Analytica scandal is perhaps the big problem of the hour, but that does not matter only increase the pressure on a long-term problem that has been snowballing for a long time
. because it forces them to have a direct relationship with their consumer base and gives them the "real ability to manage who is a processor and who is a data controller".
"I also think it's contextual because you can not rely strictly on cookie data or ID-based data, you have to go back to the context as a proxy," he said.
"I think we went through a few years buying the public – just the anonymous purchase of an individual, no matter where he was or the context in which he was . I think it will give a bit of a boost to this equation where we will see a better combination of audience and context. [19659003
The experts who spoke to AdNews have all agreed on one point: the GDPR and the way companies use data and protect consumer privacy should be hard-wired into their activities.
PwC's Gloster told AdNews that a successful GDPR strategy must include the marketing department.
"Marketers are often the ones who run the data management system, the consultation of the customers' personal data and the way in which the request for consent will be communicated, and who will be in charge of communicating with the stakeholders. after a data breach, "said Gloster.
"The vigilance of the GDPR is absolutely at the door of commercialization, whenever they target via a new media channel, engage a new third party, use a new badytics tool, or implement a new platform. a new system, a GDPR framework must be considered. "
IAB Australia has explained that given the similarities between the GDPR and Australian law, companies might already have some of the measures in place that will be required by European regulations.
However, if an Australian company is to become compliant with the GDPR (because it has a branch in the EU, or processes data from EU citizens) then it will have to take two measures Immediate:
- 1 . Map your data practices; start taking steps to evaluate your information management practices and governance structures to understand the changes you need to make before the start of the GDPR.
- 2. Immediately Revise Your Consent Requirements Under the GDPR, the consent requirements are more stringent than under the Australian Privacy Act and many other national laws . If you rely on consent to process personal data, you will need to make sure that previously obtained consents are still valid. You may need to collect new replacement consents. You must make sure that the consent is documented.
News agencies are carefully examining this problem and helping customers comply with the new requirements.
Sam Russell, digital director of MediaCom Australia, said AdNews In recent months, customers have been thinking more seriously about the GDPR.
"For many of our clients, there are not many direct implications, it's more simply a matter of being aware of how they handle the data." 39 audience from European IPs, because most of our customers do not deal directly with European markets, "said Russell
." But, I think it will really be the case to take the time to understand what will happen in these European markets, what changes will be made from the point of view of advertising technology, and then build these learnings here over the next year or two, so that these changes are likely to roll ahead. "
Russell believes that some of the major impacts on customers will be a closer look at how they use data on digital platforms like Google and Facebook. "There is a greater responsibility now on the client side of how the data was collected before it could be executed," he said.
"There will be a lot more internal consultation to be sure that the right processes have been put in place.This may make the process of using data on this market a little heavier.
"But, using mostly the same third-party and second-party data techniques, it will not really change overnight."
Russell does not believe that there will be many cases where data n & # 39; 39, have not been used correctly, although the focus now is on how the data is collected in the first place and if this is done keeping in mind the privacy of the consumers.Dentsu Aegis Network ANZ data manager, Phil Zohrab, agreed that most customers should not change a lot and that media agencies have been preparing for these changes for some time.
supporting customers who can be r 19659003] "The GDPR does not stop or hinder the use of personal data in advertising, but it puts more emphasis on accountability and transparency for consumers when their personal data is collected and how (and by whom) they are used
"
IAB Australia advises that trademarks (clbadified as" data controllers "under GDPR) and agencies (" data processors ") badume responsibility for GDPR compliance and need "For example, a key requirement of the GDPR is that a controller should only use processors with sufficient safeguards that it will implement appropriate technical and organizational measures that ensure compliance." the GDPR and protect the rights of the person concerned, "explained Krishnan
" In the context of digital advertising, a brand seeking to be GDPR-compliant will be disillusioned This is required by the partnership law with an agency that has provided formal safeguards on data protection and processing processes badociated with the brand data. "
If a company is on the mark (controller) or publisher side, it is clear that GDPR and its potential implications on Australia should not be ignored, regardless of potential punitive risk.
how companies use consumer data will change independently and smart advertisers will consider this as an opportunity to improve their customer relationships, not to appease EU regulators, but to provide better service.
This article follows Data Management Platform 101. Keep an eye on AdNews for the next part of our data and privacy feature: "GDPR's impact on ad technology."
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