2018 is going to be a big year in marketing. Data is the core of the advertising industry. Leveraging data for greater insights is something that Rippll have Championed for 7 years. Legislation that changes the way data is held and used will inevitably have huge consequences for the industry.
Agencies will be faced with a choice. Some will adapt their methodologies, approaches and face challenges with creativity. Others will not. These are the 4 mistakes that agencies MUST avoid.
The Status Quo will certainly not be good enough. Data controllers will all have to review all processes, sources and storage. Agencies need to be asking their suppliers now (not in May) whether they are compliant with upcoming legislation. Those who are best prepared now will have the least disruption next year. Agencies should be asking to see full methodologies, privacy policies and evidence that a data subject "opted in". Ignorance is not going to be sufficient defence.
2. Getting in to bed with the wrong data suppliers
Do you know where your data has been? If agencies are using data that is gathered through bid-stream without the consent of the data subject – or if the data subject has since opted out from ad targeting - then it is not only bad practise to serve that user with a targeted ad but it could also be illegal! The first question you should ask when presented with data is always "what is the source?".
3. Underestimating the rights of the data subject
The rights of data subjects are clearly explained in the upcoming legislation. These rights are explicitly spelled out to individuals – there will be a rise in the collective understanding of how data is used. Agencies need to be aware of this. If someone opts out from their data being used for targeting - there needs to be a system in place for removing this information.
4. Not protecting your data
Improving internal security is a must. Cyber-crime is a real threat to the privacy of individuals. If you hold any personal data then it is your responsibility to make sure you have taken all necessary precautions to protect that information.
The penalties for missing the mark with GDPR can be huge. Companies that are not compliant will take a blow not only to their pockets but also their reputation. 2018 is the year that transparency, integrity and compliance will be the keywords in board meetings throughout Europe and the rest of the world. Make sure that your agency isn't left in the dark.