The somewhat awkward marriage between digital marketing and data protection (presentation given at The 5th Conference on MarTech on 2&th November 2019)
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Data protection and digital marketing seem hard to reconcile: cookie regulations, GDPR, ePrivacy, .... Seem to restrict marketing activities, but what if marketeers could learn to use data protection laws to gain consumer's trust and thus build a long term customer relationship...?
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The somewhat awkward marriage between digital marketing and data protection (presentation given at The 5th Conference on MarTech on 2&th November 2019)
- 1. The somewhat awkward marriage between digital marketing and data protection The 5th Conference on MarTech 21/11/2019 Bart Van den Brande - Sirius Legal bart@siriuslegal.be
- 2. “ Any long term customer relationship in the digital era is inevitably all about 2 TRUST (and convenience, as some Obsessed authors will say)
- 3. 3 Trust is hard to gain, but very easy lost again
- 4. The aim of consumer and data protection laws... 4 Build trust
- 5. GDPR The aim of consumer and data protection laws... 5 Build trust
- 6. The aim of consumer and data protection laws... 6 GDPR ePrivacy & cookies Build trust
- 7. The aim of consumer and data protection laws... 7 GDPR ePrivacy & cookies anti-spam Build trust
- 8. GDPR ePrivacy & cookies anti-spamData security The aim of consumer and data protection laws... 8 Build trust
- 11. Let’s review some concepts Transparency Legal basis Accountability 11 Minimisation & limited retention Purpose limitation Data Protection by design & by default
- 12. Where things go fundamentally wrong in digital marketing Vectaury case Data profiles of 67 million people Based on geoprofiling with 80 mio POI in 450 fields of interest spread across the globe Vectaury has to prove free consent and informed by all 67 million people (transparence and legal basis) No pre checked boxes No “bundled” opt-in iab Europe standards used by Vectaury are potentially not GDPR compliant… Facebook Italy 10 mio euro fine Same issue with transparence and legal basis No transparence on data sharing with commercial partners No pre checked boxes (“privacy by design & by default”) Austrian supreme court No “bundled”opt-ins, opt-in separatlmy for every intended use (cfr cookie banner earlier on) La Liga case - Bisnode Poland case - Election cases in Belgium and UK 12
- 13. But if it’s all about trust and long term customer engagement... 13 Respect opt-in rights Earn trust Be transpar ant
- 15. What else? 15 DPIA DPA Register & PP DPO GDPR
- 17. “ Opt-in issues are a (partially invisible) BOMB under online marketing, target audiences, remarketing, OBA, trigger based marketing... 17
- 18. When the cookies crumbles... ECJ “Planet 49” decision of 1 October 2019 eliminates ALL doubt on cookie regulations 18 ALWAYS prior, free and informed opt-in before placing any type of cookie No pre checked opt-ins No “continue to accept” No implicit consent No general consent Facebook case: Website is responsible for respect of GDPR by any third party tool used on its website (cfr share buttons)
- 21. When the cookie crumbles... The cookie model is under heavy pressure... 21 Apple chose the flight ahead ITP 2.1 - Intelligent Tracking Prevention on Safari and Opera Automatic deletion of first party cookies after 7 days iso 30 day Automatic blocking of all third party cookies Impact on remarketing & conversion stats in affiliate marketing is enormous Safari and Opera have relative importance in Europe, but word is that Firefox might jump on the bandwagon too...
- 22. Sirius Legal Cookie scan 22 Legal scan Technical scan € 1.995 Partner: Grava.be Sirius Legal Cookiescan
- 23. How to make that somewhat awkward marriage work Embrace transparence Map your data Evaluate GDPR on that data Audit your tools Check cookie settings Set a clear strategy based on marketing AND legal constraints By all means: don’t panic and keep doing your thing And build TRUST...
- 24. One last topic we haven’t mentioned… Data security and cyber risks Want to learn more? Sirius Friday seminar @ Mechelen Friday 13 December 13h00 till 16h30 99 euro (donated to De Warmste Week) www.siriusfridays.be
- 25. Media & advertising law IP law Internet & e-commerce Privacy & data protection Gambling law Travel & consumer protection Commercial & contracts Corporate - tax bart@siriuslegal.be www.siriuslegal.be Facebook.com/siriuslegal 25