THANK YOU FOR SUBSCRIBING
What's Happening in AdTech Market Post GDPR?
Here is a glimpse of what the AdTech companies are doing to conform with the GDPR standard.
FREMONT, CA: The AdTech industry is accustomed to change. The General Data Protection Regulation (GDPR) has also created a significant impact on the AdTech industry. The EU's GDPR has produced an atmosphere of caution across the industry, with enterprises now adopting a keen approach to consumer privacy. The law's enactment sparks a widespread regulation in the European AdTech sector, thereby changing the attitudes of the industry towards security and compliance positively.
The AdTech industry interprets the recently introduced EU-wide privacy rules as an opportunity to reassess the value exchange of data between consumers and businesses. At the same time, AdTech companies agree that the arrival of GDPR has not been without its casualties. GDPR is an excellent opportunity for AdTech companies to explain to their clients in a lot of detail about how some of the functionality works and what role companies have and how they are controlling and protecting client's data. So, the positive side AdTech companies find is GDPR's ability to get down in the weeds with clients and show the value that AdTech companies bring to the table for them.
The central focus of GDPR is on the privacy of consumers, giving European citizens more control over the data. This creates responsibilities for AdTech companies not just around gaining consent to use data but also handling it in a way that ensures data safety. Security in this context means guaranteeing that data is not subject to unauthorized or unlawful access or processing. This improves the overall security posture of the AdTech companies, thereby driving customer loyalty.
The EU Adtech Industry Body's transparency and consent framework is an attempt to smooth the path of GDPR compliance, especially concerning getting consent and achieving compliance. It aims to help publishers, technology vendors, agencies, and advertisers capture, store, and signal global consents obtained in an industry-standard manner. The system also provides a 'white list' of vendors that publishers can use when they collect user consent.
Successful AdTech businesses will be ones that solve challenges through innovation and limit their exposure to the GDPR with security-first platforms and policies.
See also: Top Big Data Solution Companies