This 25th of May 2018, the GDPR regulation will come into affect. It is a new European regulation to strengthen the protection of personal data of Internet users.
Two years after the publication in the official journal of the European Union dated April 27, 2016, the GDPR law(General Regulation on Data Protection) will finally be adopted and implemented on May 25, 2018. It concerns all European countries and aims to strengthen the rights of Internet users in order to control their personal data, and empower the actors who process these data on the other hand.
GDPR context and challenges
In recent years, digital and more precisely digitalization of data have significantly increased, which raises important issue of data breaches. Advertisers, by placing “cookies” on a user’s browser can retrieve and store personal data such as name, address, age, photography, geolocation, IP address, buying behavior on the internet, etc. Most users, however, are not aware of this, or partially.
The aim of this new directive is therefore to restore their right to privacy by increasing the transparency of their data management.
Publishers and advertising, what will change
For the users
When a user arrives on a website compliant with the GDPR law, a consent banner will appear, preventing them from browsing the website (see image below). To access it, he will have to agree or not to allow a third party to place cookies on his browser, and therefore to access his private information.
Users will control their personal data. This is a great step forward for the protection of individuals against digital.
Regarding the operation of this banner, the user will be completely free. He may decide to allow some companies or advertisers access to his data but refuse others by clicking on “Show Purposes” (see image below). In addition, the choice made by the visitor during his first visit is by no means definitive. He may indeed, at any time, reconsider his decision by clicking on the corresponding place in the “footer” part of the website.
For the publishers
The new European GDPR directive could be a blow for publishers. Some advertising inventory buyers may be reluctant to purchase advertising space for which the user has not given his consent. Indeed, the advertiser cannot place a cookie and therefore not “retarget” the user. Finally, the added value of the advertisng drops, such as the purchase price. It is therefore likely that the advertising revenues of publishers mqy decrease.
Content on the internet is largely funded by advertising. Refusing consent may result in degradation of web content.
Good for publishers, the Interactive Advertising Bureau (IAB) has so far not provided any specific guideline regarding the legal deadline before being able to present the banner again to the visitor of the website. In other words, even if a user initially refuses to consent, it will be possible to ask him again later.
On the other hand, once a visitor has given his consent, the banner will no longer be displayed.
In addition, advertisers are aware of the complexity of the implementation of the GDPR. As a result, they may grant publishers a transition period until the entire programmatic advertising ecosystem is up to date and in compliance with the regulations.
The Moneytizer and GDPR
For The Moneytizer, the respect of the privacy and the personal data of the users of our network is essential. We have always been completely transparent with our users and have never deposited a cookie or other tracking tool on their browser without their agreement. This is why we comply with the GDPR regulations as comes into affect on May 25, 2018. We have already chosen and integrated our CMP (Consent Management Platform) which is now operational.
Our goal is to give our users the best possible customer experience by browsing our network. This obviously means giving them the opportunity of protecting their personal data.
The Moneytizer platform uses the latest header bidding technology in the world. It allows us to put all our premium partners in a real time bidding competition for all our formats. The GDPR law will have no impact on this auction operation. For each advertising display request, our partners will still offer a prize and the highest bid will be displayed. Whatever happens we will strive to offer our publishers the best CPM possible.