With GDPR Restrictions on Using Consumer Data, Marketers Will Need to Start Mining Moments

When it comes to the General Data Protection Regulation (GDPR) in Europe, we’ve been down this road before. Back in 2011, the EU ePrivacy Directive required publishers to notify consumers about the use of third-party cookies and provide an opt-out. Many in marketing and ad-tech feared this restriction would extinguish most cookie data and cripple behavioral targeting. However, this was not the case; consumers became more informed and as long as privacy was respected, marketers would still be empowered to use data-driven marketing techniques to improve targeting, attribution and gain more insight into consumers.

Related: A ‘Wait and See’ Approach for GDPR Is Going to Be Pricey for U.S. Organizations Doing Business With the E.U.

At Media iQ, we believe GDPR will have a similar effect — demanding change in how we do things but without halting our ability to connect with consumers.

Our GDPR journey

The GDPR is likely to classify both cookies and device IDs as personal data, and businesses will need a legal basis in order to process this sort of information. It’s also likely that the penalties for non-compliance will be steep.

As a company, we took early precautions and have been preparing for these changes since January 2017 in order to be as ready as possible for the regulation coming into effect in May. The compliance process for us has been a four-stage journey that we have conducted with a…