The GDPR is coming, the GDPR is coming!…but WTF does it mean?
EU’s General Data Protection Regulation sounds pretty scary, and I think it is. Scary moreso because of the unknowns: How strict or lenient will some of the provisions be interpreted? How will they be enforced? Will brands ever be able to engage European audiences the same again? Why would anyone eat haggis?
A recent study published this week summarized some of the European sentiment around their data usage and protection, and they did us an awesome favor by providing some nifty charts.
- Value Exchange: 83 percent of EU respondents said they prefer free online content with accompanying ads over paying for content, and 69 percent said they would allow their browser data to be accessed in exchange for the free experience.
- 3rd Party vs 1st Party data struggles: Publishers feel consumers will give consent if their site access is reduced as a consequence of not consenting — a similar approach to what publishers have done to deter ad blockers.However, the GDPR has banned publishers from reducing site access if users don’t consent.
4. Publishers don’t feel so great: The majority (64 percent) of respondents said they weren’t confident that people would agree to share data with other companies, and only 21 percent said they were “moderately confident.”
5. A place for Online ads: 42 percent indicated that they’re fine with sharing their browsing data for advertising purposes, saying they don’t mind seeing personalized ads in exchange for free news, content or services. Only 20 percent, however, said they were OK with sharing their data with third parties for advertising purposes.
Source: GfK/IAB Europe; PageFair
Why its Hot:
We sometimes take the data that powers our precise targeting for granted. We’ve fed off the cookie for years although some day I’m sure we’ll all look back and say: ‘remember the times we had to rely on a cookie to target our campaigns?’ just like we have flashbacks now about putting tracking codes in print ads (yea the old dude said it).
The point of this is, in a very large, important corner of the world, today, they are making huge strides to regulate personal data and protect consumers. It is not just being talked about, it is happening. It will have tremendous implications on how we conduct our business on global campaigns, potentially limiting scale and targeting options and creating disparity within select audience segments who adopt opt-out behaviors or fail to see value of content that is funded by ad dollars on quality publisher sites.
See the full findings here.