europe’s digital economy policy – opportunities and threats for online advertising and...
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Europe’s digital economy policy – opportunities and threats for online advertising and publishers
Townsend Feehan, CEO, IAB EuropeDigiday Publishing Summit Europe
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Europe’s digital economy policy Digiday Publishing Summit Europe
▪The European Commission’s digital priorities as it approaches mid-term▪Data as threat or opportunity - how the “trust narrative” tries to
square the circle▪The specific case of privacy and data protection ▪What European publishers need to do now
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Europe’s digital economy policy Digiday Publishing Summit Europe
▪Flood of legislative proposals on digital since 2014▪General Data Protection Regulation (GDPR)▪ePrivacy review▪Digital contracts for digital content▪ “Free flow of data” initiative▪Copyright proposal ▪Geo-blocking
▪Championing European media, but…
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Europe’s digital economy policy Digiday Publishing Summit Europe
• Tracking is toxic in Brussels right now
• New rules do a poor job of matching regulatory scrutiny to actual consumer risk
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Europe’s digital economy policy Digiday Publishing Summit Europe
The General Data Protection Regulation (GDPR) was designed to address collection and use of information for OBA.▪Personal data is any information relating directly or indirectly to an
identified or identifiable individual.▪Online, device, and cookie identifiers, especially if used to create
profiles about natural persons, are examples of personal data. ▪Profiling is explicitly subject to the rules of the GDPR, and defined
as the analysis or prediction of behaviour or interests.
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Europe’s digital economy policy Digiday Publishing Summit Europe
Which other legislation could impact the OBA business?▪The ePrivacy Directive (“Cookie Directive”) currently under
review.▪Currently it limits online activity to one legal basis: consent.▪Consent under the GDPR will be more complicated.▪Under a future ePrivacy instrument, even consent may not be
enough (the spectre of “forced consent”).
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Europe’s digital economy policy Digiday Publishing Summit Europe
What European publishers can do now▪ Assist your national and EU-level industry
associations to help policymakers understand that OBA▪ supports European media independence and
plurality▪ is well regulated under the GDPR, with users
given sufficient transparency and control – no new cookie rules are needed!
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Europe’s digital economy policy Digiday Publishing Summit Europe
Key Takeaways:▪New EU data protection rules will come into effect by May 2018▪They entail new obligations for anyone processing a broad
range of “personal data” ▪To help ensure that a future ePrivacy law does not dictate
business models in the online environment, contact your local & EU-level trade bodies and national governments