Online Privacy: What’s Changing, & Why You Need To Know About It

Online Privacy: What’s Changing, & Why You Need To Know About It
SHARE
THIS



With the EU poised to introduce new far-reaching privacy laws, Blis group head Tom Gregory (pictured below) explores the knock-on effect this will have for advertisers and consumers, and how Aussie marketers can benefit from learning about the changes ahead of the curve.

Tom Gregory

Whilst it has not necessarily been headline news in Australia, in Europe the EU is currently poised to introduce new far-reaching privacy laws. Known as GDPR (General Data Privacy Regulation), these new laws seek to further secure consumer privacy in a rapidly evolving digital age. It’s major stuff, and the implementation and adoption is bound to have knock-on effects for marketers and advertisers around the world. These changes light the way for future Australian regulation, and smart marketers will start learning about them sooner rather than later.

Firstly, don’t panic. Overall commentary expects the net effects of the rule change to be positive for the advertising industry. And importantly, even with Brexit looming, the UK has decided it will adopt the GDPR. This decision indicates the laws are widely held to be a positive step, and serves as a likely roadmap for where Australian regulation will head in future. This begs the questions: where are we now? What might change? And why should you care?

The GDPR will give consumers much more control over how their personal data is handled by all companies. The biggest changes centre around making sure users are equipped with ample information to give ‘informed consent’ to publishers seeking to pass personal information into the advertising ecosystem. Put simply, digital publishers and technology providers who have contact with consumers in the EU will have to spell out how they plan to use a consumer’s private information much more overtly than they do now, and consumers will have to actively accept these terms to authorise their information to be used for advertising purposes.

While these changes may seem imposing, they will not alter how digital advertising operates. If anything, I believe that giving consumer more buy-in at the initial ‘consent phase’ may actually increase consumer engagement with the advertising they receive. This belief is supported by the results a recent mobile location study conducted on the London Tube. Transport for London (TFL) carefully implemented a mobile listening campaign to assess things like how to improve traffic flow and potential advertising solutions. When they surveyed tube commuters about how they felt about their data being captured, those surveyed indicated they were much more ok with sharing data if it was an “informed decision”. And while there was apprehension about sharing mobile location data (largely owing to its newness), the TFL study concluded that once customers were aware of how it worked and how it stood to benefit them, they would be much more accepting*.

The aim has always been a fair value exchange between publisher and consumer, and modern trends show consumers are enthusiastic about enhanced levels of personalisation. Giving consumers increased empowerment over the level of personalisation they receive will likely prove a positive step. Additionally, most adtech providers already operate to a high standard when it comes to protecting privacy, and the new laws will complement existing global efforts.

The new EU test for consent has four key features: consent has to be freely given, it has to be informed, it has to be unambiguous, and it has to be specific. At the moment, global consent standards around personal information don’t have to pass such a stringent set of standards. The aim of these new definitions is to secure the consumer’s right to give ‘informed consent’. Australian marketers will be best served to monitor the success of these definitions when they come into full effect in the EU in May 2018.

Recently, mobile location data has taken centre stage in the battle for privacy, and with good reason. Location data is one of the strongest indicators of interest and intent, and the majority of consumers already consent share personal information, including location, with app publishers and alike. With mobile media ecosystems continuing to mature, the volume and accuracy of location data continues to multiply. And while the new laws may alter the way information is passed into the advertising bid stream that Blis works with, they largely fit into the independent standards most ad tech players, including Blis, already adhere to.

As it stands, the Australian location marketing arena already has high standards of government and industry-imposed regulation. Encouragingly, I regularly have conversations with clients about the nature of the data we use, and how we keep things from going ‘big brother’. I thought I’d share the measures already in place.

Broadly, many programmatic mobile companies are concerned with two key areas:

  1. Intrusiveness: does the amount of data gathered to make a mobile ad relevant to the user make it intrusive? Or are we enriching the user mobile experience by serving them a better standard of advertising?
  2. Anonymity: is targeting a mobile device the same as targeting a mobile phone number? Does knowing one piece of information create a domino effect with other data set? And does that compromise the user’s anonymity to an inappropriate degree?

Most independent location data technology companies, including Blis, don’t deal in PII (personal pdentifiable information). They work in ‘Non-PII’, and that means separating the user’s online and real-world behaviour from their identity. In short, location data technology businesses don’t gather or collect information like people’s names, phone number or address.

The geolocation data we use at Blis is proprietary, and makes up a core part of our market offering. This data is also Non-PII, so while we know physically where people are, we don’t know physically who they are. That’s a very important distinction, and one that preserves the anonymity of the consumers stored in our location technology stack.

While I believe the current regulations are strong, I also think there is always room to make things better, for both consumers and advertisers.

Australia has traditionally been happy to follow the world’s lead on non-urgent policy matters, and consumer privacy could prove no exception, so Australian marketers would do well to look abroad for hints on what could be heading our way. Although imposing on first look, the GDPR in the EU and UK will be a positive step for those advertising markets, and I would welcome similar regulation in Australia. Local advertising and privacy standards are already high, but consumer protection is always worthy of vigilance.

Please login with linkedin to comment

Latest News

Image lead story UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions
  • Advertising
  • Media
  • Technology

UnLtd’s ‘Big Clash’ Raises Over $120K, With Media Owners & Media Agencies Crowned Champions

With over 50 companies taking part, the fourth annual Big Clash cricket tournament has been the biggest yet, raising $124,000. The event once again brought the industry together for a great afternoon of cricket, drinks, music, and charity activations. This year, the event was expanded to have Media Owners, Media Agencies, Techies and Creatives all […]

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”
  • Media

SCA’s Profit Drops 21% Due To “Years Of Heavy Lifting”

Southern Cross Austereo (SCA) has experienced a negative first half of the 2018 financial year, posting a dramatic drop in overall profit and a slight drop in revenue. The group’s net profit after tax fell 21.2 per cent to $48.5 million in the six months to 31 December 2017 (compared to the previous corresponding period), […]

by B&T Magazine

B&T Magazine
Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman
  • Advertising
  • Campaigns

Lord Of The Fries Pays Homage To Kanye West & Kendrick Lamar In Clever Ads Via Milkman

Creative digital agency Milkman has helped Lord of the Fries (LOTF) pay homage to two of the fast food outlet’s favourite artists through a series of clever art poster adverts. Milkman re-created the latest album covers of Kanye West and Kendrick Lamar with a LOTR vibe to highlight the brand’s hip-hop roots and its favourite albums […]

Keep Left Wins PR Account For Greening Australia
  • Marketing

Keep Left Wins PR Account For Greening Australia

PR and content marketing agency Keep Left has been selected by proactive conservation organisation Greening Australia to raise public awareness of its flagship programs and national footprint. The relationship began in 2017 when Greening Australia engaged Keep Left in support of Reef Aid, a project launched with corporate partner Virgin Australia to improve water quality […]

Now Screen Repositions Organic Care Brand With New Campaign
  • Advertising
  • Campaigns

Now Screen Repositions Organic Care Brand With New Campaign

Aussie agency Now Screen has teamed up with Organic Care to reposition the brand in what has become one of the most competitive FMCG spaces. The new campaign, ‘Caring Comes Naturally’, celebrates what Organic Care has created since its inception: products that are as good for your body as they are for the environment. In […]

Can You Speak Data?
  • Marketing
  • Opinion

Can You Speak Data?

We're certainly fluent in gibberish, balderdash and claptrap here at B&T, but sadly data isn't part of the lexicon.

Opinion

by B&T Magazine

B&T Magazine
Social Change Maker Profile: Emma Heath
  • Advertising
  • Marketing
  • Media

Social Change Maker Profile: Emma Heath

B&T has partnered with UnLtd to showcase industry heroes! Well, it's arguably more heroine in the case of Emma Heath.

by B&T Magazine

B&T Magazine
Ad Fraud: A Problem We Can Solve
  • Advertising
  • Opinion
  • Technology

Ad Fraud: A Problem We Can Solve

Unlike B&T's mystery office farter, this columnist argues ad fraud is a problem that can possibly be solved.

Opinion

by B&T Magazine

B&T Magazine
Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years
  • Marketing
  • Opinion

Why We Pivoted Our ‘Specialist’ Agency Five Times In 15 Years

In this opinion piece, Gavin McDonough (pictured above, co-founder and managing partner of Urban, shares through his own experience some valuable advice for independent specialist agencies. In November 2017, my brother Ryan and I celebrated 15 years in business. We started business out of my front room in Melbourne in 2002 – not with any grand […]

Opinion

by B&T Magazine

B&T Magazine
W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges
  • Advertising

W+K’s Susan Hoffman Chosen As 39th AWARD Awards Chair Of Judges

Susan Hoffman, co-chief creative officer at Wieden+Kennedy (W+K), has been appointed chair of judges for the 39th AWARD Awards. Known to challenge the status quo, Hoffman is behind some of W+K’s most memorable and game-changing ads, including Nike’s ‘Revolution’, Old Spice’s ‘The Man Your Man Could Smell Like’ and Chrysler’s Super Bowl spots starring Eminem and Clint […]

Experiential Agency Kreate Gets Bought Out By Staffers
  • Marketing

Experiential Agency Kreate Gets Bought Out By Staffers

Leading experiential marketing agency, Kreate Australia is embarking on an exciting growth strategy following its purchase by three of the agency’s existing management team from its UK founder, Steve Evans.

Hurry! B&T 30 Under 30 Entries Closing Friday!
  • Advertising
  • Marketing
  • Media

Hurry! B&T 30 Under 30 Entries Closing Friday!

This is a clarion call for B&T 30 Under 30 entries, although it's probably more mariachi band than angelic harbinger.

by B&T Magazine

B&T Magazine
The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast
  • Media

The Hit Network Chooses Comedian Tanya Hennessy To Host Weekend Breakfast

Southern Cross Austereo’s Hit Network has announced that rising radio star and comedian Tanya Hennessy will take over hosting duties for its weekend breakfast slot in 2018. Hennessy will bring content to the airwaves each Saturday and Sunday morning from 7am to 9am with a regular rotation of guest co-hosts. The self-described talker, not walker […]

Straight Up PR Wins Five New Clients
  • Marketing

Straight Up PR Wins Five New Clients

Health, wellbeing and lifestyle PR agency Straight Up PR has welcomed Changing Habits, Unichi Wellness, enerGi, SleepX, and Healthie Hampers to its client portfolio. Straight Up PR’s projects will include bespoke PR services and influencer marketing packages specifically focusing on communications strategy and execution, media and influencer relations, PR launch events, product seeding and gifting, […]

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia
  • Advertising
  • Campaigns
  • Marketing

March One Creates ‘Cheese For Change’ Fundraising Campaign For White Ribbon Australia

Independent creative agency March One has developed a new fundraising event for White Ribbon Australia that turns a social moment into a social movement. Starting on Thursday 22 March and going until Sunday 25 March, Cheese for Change will ask Aussies to create a cheese platter that matters by gathering friends, family or co-workers together […]

Sixth Annual IGN Select Awards Winners Announced
  • Marketing

Sixth Annual IGN Select Awards Winners Announced

The winners of IGN Australia’s sixth annual Select Awards were revealed during a huge special event at the Australian National Maritime Museum in Sydney on Friday, February 16. Some 225 Media & Game Publishers alongside 320 IGN Community Gamers attended the annual event. 2017 was absolutely crammed with terrific games and several categories were extremely tightly-contested. The top […]

Meet Your Mentors For B&T Bootcamp 2018!
  • Advertising
  • Marketing
  • Media

Meet Your Mentors For B&T Bootcamp 2018!

When it comes to an industry "who's who", you'll find there won't be too much who-ing with this impressionable lot.

by B&T Magazine

B&T Magazine
ANZ Unveils Its 2018 GAYTMs
  • Marketing

ANZ Unveils Its 2018 GAYTMs

Mardi Gras is only weeks away and B&T has already hoisted the mirror ball and donned the hotpants to bring you this.