This page displays one of MarketingTrendTracker’s many current trends.

EU Updates Data Its Protection Regulations

Trend Summary: The EU Data Protection Act will shortly take effect both within and beyond the EU.


The EU General Data Protection Regulation [GDPR EU 2016/679] is a regulation in EU law that provides ....

.... data protection and privacy for all individuals within the European Union.

It also addresses the export of personal data outside the EU. One of the big questions surrounding GDPR is exactly how ad tech vendors who don’t have first-party relationships with consumers will get their consent to continue using their data for ad-targeting purposes.

However, Google does have a first-party relationship with its consumers on products like Gmail and search, but most consumers probably aren’t aware of its ad tech brands such as DoubleClick and AdSense.

As reported in the Wall Street Journal, Google is set to update its ad policies in the coming days, requiring the third-party websites and apps that use Google’s ad tech to be responsible for obtaining consent.

Read the original unabridged Wall Street Journal.com article.

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

.... data protection and privacy for all individuals within the European Union.

It also addresses the export of personal data outside the EU. One of the big questions surrounding GDPR is exactly how ad tech vendors who don’t have first-party relationships with consumers will get their consent to continue using their data for ad-targeting purposes.

However, Google does have a first-party relationship with its consumers on products like Gmail and search, but most consumers probably aren’t aware of its ad tech brands such as DoubleClick and AdSense.

As reported in the Wall Street Journal, Google is set to update its ad policies in the coming days, requiring the third-party websites and apps that use Google’s ad tech to be responsible for obtaining consent.

Read the original unabridged Wall Street Journal.com article.

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: WSJ.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7356