Here’s how ‘customer tech’ may rescue consumers and brands from GDPR

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About a year from now, we could be watching the Ad Tech Apocalypse.

That’s when the European Union’s GDPR (General Data Protection Regulation) goes into effect.

It requires that consumers provide explicit consent for the use of their personal data, which includes their online behavior. It applies to marketing directed at EU citizens, wherever they may be, and it provides for significant penalties.

If it’s enforced, brands and consumers in Europe are likely to be profoundly affected. But, since GDPR applies to EU citizens wherever they are, it could also seriously impact brands and consumers in the US and elsewhere.

“GDPR will blow things up,” marketing researcher and writer Doc Searls told me.

“I’m scratching my head [as to] why people aren’t more panicked,” Gigya SVP Jason Rose said.

GDPR could “kill some parts of marketing” such as retargeting, IDC analyst Gerald Murray predicted.

And it’s not just that GDPR could change the key foundations of modern digital marketing. In a post-GDPR landscape, the user experience could be a nightmare.

[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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