The General Data Protection Regulation (GDPR) entered into force on May 25, an EU Privacy Act to give citizens the ability to control their personal data and directly affect how all Web sites are treated with user data and will have a strong and ongoing impact on collection and storage. Personal information for users. Trademarks that use data for the purpose of digital marketing activities must now take action to ensure that they comply with the laws and rules of the Data Protection Regulations so as not to be subject to significant financial penalties.
Here are the most important points to be identified in the GDPR:
- Users' data belongs to them and the companies have no right to deal with them in any way without their express consent.
- Privacy data is right for everyone.
- There must be explicit approval from the users obtained by companies and institutions before collecting and using their data.
- Consumers can withdraw their consent to use the data at any time.
- Consumers can delete or modify their data maintained by organizations at any time.
- Companies must report data breaches that occur immediately upon discovery.
- Failure to comply with the regulation even by mistake can expose the institution to substantial fines.
Prior to this regulation, brands could easily use consumer data to target them in their digital ads, but now that they have to work within these GDPR rules and regulations, their methods of digital advertising must change.
If you own a company that does not deal with EU residents, the data protection list will not affect your business so far, but if you are dealing with consumers there, this regulation will inevitably affect your business. The data protection regulation may also affect the business sector with other business companies, where the data protection law of 1998 announced that data from both individuals and companies are personal data, and nothing in the new data protection list makes that clear.
The use of data to target users of social networking platforms and advertising across PPC search engines has become much more challenging:
Before implementing the new GDPR data protection list, Facebook and other entities could target users by advertising their personal data to obtain information about them and exploit their online behavior to direct commercials to them. All this through the request for approval of the complex, but this approval is no longer acceptable now.
The solution will therefore be to create and target customer segments without using personal data. Google does this by targeting non-customized ads instead of using specific and specific data, using information such as current site content and site data.
The data protection list GDPR creates new opportunities for native content ads Native Ads:
The nature of embedded ads within Native Ads may make them the best option under the new data protection rules and regulations. If users must be approved before they are targeted with digital ads or marketed without using user metadata, native ads are the easiest option to continue.
When native ads are designed within the Native Ads content to target a particular segment, they must first deliver valuable content to consumers by:
- Direct customers directly to your offer simply based on its features.
- Qualifying customers to be re-targeted in the future.
The point of the last point is that embedded ads build confidence in the brand and establish an intellectual reference for customers. Consumers who see brands that improve their online experiences are likely to agree and provide relevant data for future targeting.
The GDPR data protection list will force brands to adopt a more detailed targeting and publishing approach:
With the requirements of the data protection regulations with explicit user approval, it will be necessary to develop more ideas about where to publish original content and how to best guide digital advertising efforts, said Andrea Taini, founder and CEO of Multiversum: "This can spur marketers and delegates Sales to find new marketing sources and develop them instead of playing game numbers marketing. For example, a luxury goods retailer may conduct thorough research in online publications to place their local ads. "
Platforms more applicable content:
As mentioned above, one way to target ads is to comply with the rules and rules of the GDPR to use content on a consumer's website.
Content platforms such as Revcontent may actually benefit from a data protection list as their business models do not need to change significantly under the new regulations. Brands that need more access than their own capabilities can now rely on these platforms to take advantage of them, especially when it comes to choosing the right websites to publish their original content.
Brands and publishers will promote content and participate in the site:
Based on the content recommendation idea, publishers like Newsweek have implemented a new technology called Engage.IM supported by Revcontent. Publishers can use the tool to keep readers on the site and consume an endless feed of relevant content, and advertisers can use it as a tool to target their local ads. Users can use it to customize the content they see, and the result is an unprecedented one.
The end result: The data protection list will benefit consumers who have been largely at the mercy of brands that have not always used ethical practices when it comes to using data. In order to comply and continue to thrive under these new circumstances, embedded ads within Native Ads may be the best option for future marketing.
