Can blockchain satisfy GDPR’s user data protection requirements for targeted ads?

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Next spring, GDPR could upset everything in digital marketing.

That’s because, when the European Union’s General Data Protection Regulation (GDPR) goes into effect in May 2018, it will require a variety of new permissions and protections for consumer data. Companies doing business in the EU could face massive fines, but brands elsewhere might also be at risk, since the regulations apply to use of EU citizens’ data in any country.

Some site- and app-based permission templates for GDPR have emerged, such as from Janrain and Evidon. But what is also needed is a reliable mechanism to manage permissions and privacy across targeted ad campaigns.

That’s where blockchain technology comes in, says Stacy Huggins, co-founder and CMO of the blockchain-based ad tech platform MadHive.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.


 

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