Rome is burning: How GDPR put programmatic at risk
As the dust settles on GDPR, it’s only now that the digital marketing industry is truly understanding what it all means for programmatic, writes Myer’s Bernard Wilson.
An emperor at risk
Legend has it that while a fire destroyed the city of Rome, the emperor Nero played his violin. Whilst there may be an argument as to whether making music is trivial or not, it is certainty a disregard for the midst of a state of emergency.
‘Nero, and the burning of Rome’, by M. de Lipman. Illustration in H. Sienkiewicz, Quo vadis (Philadelphia, 1897)
Just explain for me once more how GDPR will affect programmatic buying of television? Or maybe Out-of-Home?
Or did you really mean that GDPR would affect the programmatic buying of the internet (aka digital but things like TV are already 100% digital, and OOH is around 25% digital)?
Shouldn’t the lede be more accurate and truthful?
The EC’s GDPR Directive had been kicking round and being vaguely complied for some years in the EU by the time legislation was enacted May 2018. Accordingly most marketers in Europe understand the stricter consent requirements, steps needed for compliance and how they relate to their sector.
The great levelling effect of digital means that large corporates with exposure to the EU may have re-engineer their digital marketing strategies or sysytems; already Google and Facebook appear to have not fully complied.
Further, email marketing will be challenged by being restricted to organic collection of email addresses versus buying. Meanwhile the Australian MyHealth system would be problematic with dual EU citizens not being offered the option of ‘opting in’ in the first place versus automatic inclusion then ‘opting out’.
After the European summer there maybe some GDPR test cases brought by EU citizens challenging non-compliance (as opposed to Oz where regulatory compliance by many corporates, business and state agencies is flexible).