With only 5 months to go before the new data protection directive launched by the European authorities comes into force, controversy is afoot.
Concerns in the industry have been growing since the announcement of the launch of the so-called ePrivacy Directive, which seeks to offer greater protection to users' privacy.
This is certainly good news for users who are fed up with companies freely trading with their data, even without their permission, and using it not only to bombard them with irrelevant and annoying advertising, but also to sell it to third parties, thereby losing total control of their personal information.
However, it does not seem to have gone down well in a sector that is little slovenia phone number not at all prepared for what is about to come. The consequences of the application of the GDPR are significant, but few companies have prepared themselves to take on the changes.
But what do experts think and what are their predictions for 2018 on this issue?
Exchange Wire has spoken to five industry professionals who offer their views on the impact the new Directive will have on individual companies and the sector as a whole.
For Alex Merwin, VP International at SpotX, one of the biggest problems arising from the new regulation is the disappearance of user identities in the digital space and adaptation to the new environment will depend on the implementation of solutions such as DigiTrust and Open Ad ID.
“One of the main aspects of the GDPR requires users to give their explicit consent for the use of their personal data for a specific purpose. Given this situation, individual targeting advertising will be seriously affected in Europe.
In the US, which accounts for just 37% of global investment, even though the legislation is not enforced, there may be a contagion effect that encourages publishers to adopt some of these measures. For this reason, at NYIAX we believe that the combination of blockchain attributes would work well in terms of data registration in a GDPR world,” explains Ben Feldman, VP of Technical Operations at NYIAX.
For his part, Andrew Gu, VP of Product at Thunder, believes that regulation can be an opportunity for greater collaboration between industry players because, “if a user asks a publisher to remove their data, everyone, including the ad exchange, the ad server, the data management platform and third-party measurement companies, will have to agree to and satisfy the request.”
Although the situation is truly uncertain for companies, of which it is estimated that 51% will not be able to adapt to the changes in time next May, Tobin Ireland, CEO & Co-founder of Smartpipe, sees a clear trend towards the disappearance of DMP and data as we know it today, something that will leave Europe in a state of data austerity.