How are we a week after the GDPR? Let’s look at the consequences

We have been under the General rules of data protection for five days and the world is not over! Who would have said it… ????

The Internet is still working for everyone, despite the intentions of some international websites to simply block European traffic.

The call centers have adapted and can continue to do their job, even though they now have to be more stringent with the origin of the numbers they call.

After the barrage of notifications to our Inbox, we still receive all the newsletters we want from our favorite websites, and less than those that disgust us.

And what’s more important to our advertisers and Digital Menta, online advertising campaigns continue to serve ads and provide profitable results, even though some strategy has been limited since the 25th.

Conclusion, we have all exceeded the process with good note. Very nice!

Image result for GDPR

Image rights: Wifi Gear

Let us see, then, how the GDPR has affected the different areas of work in which we are moving.

How it has affected online advertising

We start with online advertising that is what concerns us most, and there we are calm. After a week of activity and with some preparation and adaptation of through, we have not seen a negative effect on our online performance campaigns. As we are an agency specializing in carrying accounts of ecommerce and generation of Leads, we were somewhat concerned and did an investigation (more details below) to prepare for any eventuality.

Yes, it is true, you can no longer use virtually indiscriminate data bases of our advertisers to make Remarketing or similar audiences, but that was never a pillar of our strategies.

It is also true that now we have to be clearer in the collection of personal data and we think it is optimal, because we have always been oriented to obtain high quality contact data, with the maximum interest possible of the individual to be contacted.

Now we have fewer options in our advertising arsenal, but we are far from seeing an effect on our ability to show ads of the utmost relevance.

So what has really changed, if not in the PPC, in the rest of the digital environment?

A change that was to be expected…

It is our opinion that the European Union Regulation (GDPR) provides greater peace of mind to Internet users and clients of all types of businesses. In many cases they were unfounded concerns because we have never handled personal data directly and could not identify the user individually. But, the strategies and technological tools of the companies able to manage the Big Data had reached such wingspans, that the ‘ ordinary citizen ‘ did not understand how he was served the advertisements or why his identity never ran danger.

Currently, the use of massive databases has reached such a degree of sophistication that it is possible to know something about a person before she knows it and in areas where there are commercial interests that can benefit from it , these uses have been taken to their maximum expression (within the current technological constraints, which remain many).

Image result for GDPR

Image rights: The Drum

For all these reasons, despite the fact that the new legislation means a considerable increase in the complexity of managing personal data and delegates many responsibilities to the companies, we believe that a review was needed to reassure the opinion Public that you are really watching over your rights.

If this is the best, it’s to be seen and it probably won’t be. But at the very least it’s a step in the right direction. Bravo Europe!

What it has meant for companies

And for those who still want to understand in general what this regulation means for companies, here are some remarks that will soon be common knowledge.

If instead you are more interested in the effect that the GDPR can have on your digital advertising campaigns, go to the last paragraph, we have a little surprise for you.

General aspects that incorporates THE GDPR and affecting the majority of companies:

  • Companies have a responsibility to certify what measures have been taken for the protection of data in internal documentation, what data are stored, for what purpose, how they are processed and how/when they are eliminated.
  • Each company must apply the technical and organisational measures necessary to protect the data, although the regulation does not specify how exactly.
  • The data must be used for its purpose and deleted when it ends, such as when a contract is terminated. The company can no longer enjoy ad infinitum.
  • Technology partners must be able to execute the “right to oblivion” of their users, and deliver the data to them. We believe that it is something that will affect technology providers more, because their tools must provide that functionality.
  • There may be strong penalties for companies that do not meet all these conditions. In our opinion this legislation is a reaction to the direction that the companies of the group EYEWEAR (Google, Amazon, Facebook, Apple) had taken over the last decade.
  • Finally, good news for digital SMEs and companies that operate mainly online. The signals that have been received so far from the EU, and even UK, is that the legislation will be used to persecute companies that make a constant, negligent and express misuse of them. The goal is not family business or small businesses, in fact the EU argues That this Regulation “equals the competitive conditions” between companies.

In summary, THE GDPR will be beneficial for the majority of individuals and companies affected, although at the beginning it means a considerable effort to adapt.

A small gift

To help in this adaptation, from Digital Menta We have thought of offering a gift. Given that a few days have passed since the implementation of the regulation and we have been able to observe the limited consequences that it has had, we dare to make available to all our readers a list of advice and indications on the GDPR.

Remember, this is not a legal advice on the RGDP, but there you will find:

  • An explanation of the general rules of regulation.
  • Clarification of the points with the most impact for web and online business managers.
  • Specific examples of adaptations to the new regulation.
  • A summary of the effect it has on the capabilities and obligations of online advertising.
  • Access to resources to be informed in more detail.

If you want a presentation with tips and important points to keep in mind, put yourself in Contact For us to receive it, don’t let the opportunity pass!

Written by

Gerard Hoogeveen González

SEM · 31 / 05 / 2018

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