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.

Latest News

Top Social Media Marketing Trends For 2018
  • Advertising
  • Marketing
  • Technology

Top Social Media Marketing Trends For 2018

Social media marketer Socialbakers has unveiled its latest Social Media Marketing Trends report that will do little to allay fears ad dollars are continuing to flood to the likes of Facebook and Instragram. Commenting on the report, Socialbakers’ CEO, Yuval Ben-Itzhak, said: “While Facebook has made a lot of changes in the first quarter of […]

by B&T Magazine

B&T Magazine
Greenpeace UK’s ‘Ocean Of The Future’ Highlights A Disturbing Reality
  • Campaigns

Greenpeace UK’s ‘Ocean Of The Future’ Highlights A Disturbing Reality

Advertising and marketing agency Ogilvy & Mather created a global campaign for Greenpeace UK pro-bono, which underlines what our oceans will look like if plastic production continues at its current rate. The film follows a group of schoolchildren on an excursion, each excited to see a multitude of aquatic species like penguins, otters and catfish. […]

by B&T Magazine

B&T Magazine
PokerStars Unveils New Spot Starring The Perfect Poker Face
  • Campaigns

PokerStars Unveils New Spot Starring The Perfect Poker Face

Parisian agency Romance has created a new 50-second video for PokerStars that reaches out to poker newbies by stating “you’re already a great poker player”. The campaign aims to encourage new users to sign up online and the actor’s convincing straight face highlights multiple everyday scenarios where we all mask our true feelings. Romain Roux, […]

by B&T Magazine

B&T Magazine
Subaru Goes to The Dogs In Witty New Campaign
  • Advertising
  • Campaigns

Subaru Goes to The Dogs In Witty New Campaign

Subaru’s family of dogs the Barkleys, are the stars of the ‘Dog tested. Dog approved’ video campaign comprised of four thirty-second videos formed by US creative agency Carmichael Lynch. The first video follows the family of a labrador and golden retrievers as they visit the doggy-run car wash. The following videos showcase teen Barkley attempting […]

by B&T Magazine

B&T Magazine
How To Give And Take Feedback At Work
  • Opinion

How To Give And Take Feedback At Work

Georgia Murch (pictured below) is an expert in creating feedback cultures and author of Feedback Flow; The Ultimate Illustrated Guide to Embed Change in 90 Days. In this guest post, Murch offers her tips on giving (and receiving) feedback from colleagues without botching it up… We all know that feedback matters.  Most of us want the good, the bad and the […]

Opinion

by B&T Magazine

B&T Magazine
Three Things To Know Before Starting Your Very Own Agency
  • Opinion

Three Things To Know Before Starting Your Very Own Agency

Who hasn’t thought of chucking in their job to start their very own agency? Well, in this guest column, author of the Unlikely Entrepreneur, Alan Manly (pictured below), gives his top tips for anyone contemplating doing just that… Just talking about starting a business can be exciting. Those interesting characters constantly on the lookout for a business opportunity […]

Opinion

by B&T Magazine

B&T Magazine
Dentsu X Expands Operations To Sydney
  • Advertising
  • Media

Dentsu X Expands Operations To Sydney

Have you completely forgotten what Sydney looks like? Well, thankfully this story comes with a handy pictorial reminder.

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV
  • Media

SBS Radio Introduces Three 24-Hour Digital Radio Stations On Digital TV

SBS Radio has announced two new digital radio stations – SBS PopAsia, SBS PopDesi and a refresh of SBS Radio 3 – is now available on digital TV. SBS Radio 3 will broadcast world news and current affairs from the BBC World Service (previously airing on SBS Radio 4 on digital radio) and special events […]

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive
  • Campaigns
  • Marketing

Champion Launches Music Platform Championing Emerging Aussie Artists Via Emotive

For its first Australian campaign, Champion has partnered with creative and content agency Emotive to launch a music program titled ‘Revealed’. The program champions emerging Australian artists by intimately telling their story through video, and providing funding and creative support to create world class music videos for new release music. The first Revealed artist is […]

Delacon Launches Call Analytics In India
  • Marketing

Delacon Launches Call Analytics In India

Australian-owned call analytics provider Delacon has continued its international expansion, opening an innovation centre in India to service local and global partners, and develop the next generation of call tracking and analytics solutions. The office in Chennai is the eighth for the Sydney-headquartered business, which enables brands and agencies to optimise marketing campaigns by accurately […]

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It
  • Marketing

Protein To Handle Retail Roll-Out Of Recycling Initiative Return-It

Sydney brand and digital agency Protein has been appointed to handle the retail and digital roll-out of recycling company Return-It, which has just been announced as the container collection network for the ACT. Return-It awarded the work to the 17-year strong agency, following Protein’s tender support and brand development of the retail concept. The public-facing […]

Why We Need To Talk More About Failure
  • Opinion

Why We Need To Talk More About Failure

This is an excellent article about celebrating failure. Although, admittedly, we failed to get to the very end of it.

Opinion

by B&T Magazine

B&T Magazine
Women In Media Profile: Kimmie Neidhardt
  • Media

Women In Media Profile: Kimmie Neidhardt

Kimmie Neidhardt doesn't just have a very cool name, as you'll read here. There's a good head on those shoulders, too.

by B&T Magazine

B&T Magazine
SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney
  • Advertising
  • Media

SCA Promotes Nathan Soulsby To Head Of TV Sales For Sydney

Southern Cross Austereo (SCA) has announced the promotion of Nathan Soulsby to head of TV sales for Sydney. The announcement comes after Kristen Budd’s move to general manager of SCA’s Central Coast office. Caretaking the role during Budd’s maternity leave, Soulsby has been a key contributor to the consistent share and revenue growth that has […]

Columbus, A Merkle Company Announces Client Wins & Senior Appointments
  • Marketing

Columbus, A Merkle Company Announces Client Wins & Senior Appointments

Following the launch of Merkle in the Australian market in March, Columbus, a Merkle Company has secured nine new clients in three months, including Macquarie University, Event Hospitality & Entertainment Limited and Hipages. Columbus has also appointed two group business directors in the Victorian market, with Leonie Dawkins (pictured above, left) and Guy McGechan (pictured […]

Black woman in handcuffs
  • Media

Adland Industry Leaders To Be Locked Up In Prison To Help Aussie Youth

Over sixty senior leaders from the media, marketing, tech and creative industry will spend the night in jail as part of UnLtd’s Adland Bail Out, to raise funds for Whitelion. The ‘inmates’ will be handing over their mobile phones and putting on their prison overalls to brave a night in the chilling cells of Yasmar […]

JCDecaux Partners With Seedooh To Verify OOH Campaigns
  • Advertising
  • Media

JCDecaux Partners With Seedooh To Verify OOH Campaigns

Global out-of-home (OOH) advertising giant JCDecaux has announced a partnership with independent tech platform Seedooh to offer advertisers greater transparency for campaigns. Under the agreement, Seedooh’s reporting and verification platform will be integrated into JCDecaux’s system to create an independent campaign delivery reporting function that works seamlessly within the end-to-end campaign delivery processes. It will […]

Innovation: The Foundation Of Marketing & Sales Collaboration
  • Marketing
  • Opinion

Innovation: The Foundation Of Marketing & Sales Collaboration

In this opinion piece, Seismic’s managing director for Australia and New Zealand, Andy Pattinson (pictured below), explains how marketers can work smarter and why collaboration is vital in delivering return on investment. Demand for marketing roles is growing, as marketers continue to learn more about what customers want. The marketing agenda is increasingly being tied in […]

Opinion

by B&T Magazine

B&T Magazine
Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push
  • Marketing

Roll’d Enlists Impress!ve Digital Ahead Of Franchise & Catering Push

Aussie food franchise Roll’d has announced it has signed on Melbourne digital marketing agency Impress!ve Digital to support its digital marketing. The partnership has already begun, with Impress!ve Digital aiming to significantly boost the company’s revenue through digital marketing strategies that are directly linked to return on investment and franchise acquisition. Impress!ve Digital has been […]

Yippee! More Photos from the 30 Under 30 Awards!
  • Advertising
  • Marketing
  • Media
  • Technology

Yippee! More Photos from the 30 Under 30 Awards!

If you think B&T simply runs these photo gallery stories so you can gawk at young, attractive people, you'd be right.

by B&T Magazine

B&T Magazine
NZ Digital Outdoor Specialist LUMO Appoints WeThinkMedia As Exclusive Aussie Advertising Rep
  • Advertising
  • Media

NZ Digital Outdoor Specialist LUMO Appoints WeThinkMedia As Exclusive Aussie Advertising Rep

New Zealand specialist digital outdoor media business LUMO has announced it has selected WeThinkMedia as its exclusive Australian advertising representative. LUMO offers digital billboard technologies in premier locations across New Zealand. Its large-format LED displays and smart features include branded WiFi, beacons, integrated content management systems, web browsing advertising, and real-time traffic analysis. By November, […]

BWM Dentsu Group Launches Groundbreaking Voice Cloning Program ‘Project Revoice’
  • Campaigns
  • Technology

BWM Dentsu Group Launches Groundbreaking Voice Cloning Program ‘Project Revoice’

Creative agency BWM Dentsu and its PR arm, Haystac, have unveiled a new voice cloning initiative with the ALS Association in the US and MND Australia. ‘Project Revoice’ introduces a breakthrough in speech technology for people living with ALS (motor neuron disease), enabling those who lose the ability to talk to continue speaking in their […]

Woman legs and shopping bags holding in hands.
  • Marketing
  • Opinion

Why Retail Is A Work Of Complete Friction

Do you often use the term 'frictionless shopping'? Well, give yourself a quick squirt of WD-40 and get reading here.

Opinion

by B&T Magazine

B&T Magazine
Lifeline Australia Chooses Indy Agency Robyn&Leon To Develop Comms & Brand Strategy
  • Marketing

Lifeline Australia Chooses Indy Agency Robyn&Leon To Develop Comms & Brand Strategy

Following a competitive pitch, independent Melbourne agency Robyn&Leon has been selected to develop a new communications and brand strategy for Lifeline Australia. Robyn & Leon’s remit will include working on Lifeline’s emerging SMS-based crisis support and suicide prevention service. Lifeline Australia CEO Bob Gilkes said the national charity, which was established in 1963, would benefit […]

WPP Chief Sir Martin Sorrell Steps Down
  • Advertising

WPP Chief Sir Martin Sorrell Steps Down

The CEO of the world’s largest ad agency network, Sir Martin Sorrell, has stepped down from his post, effective immediately. Sorrell’s resignation from WPP comes after the company announced an investigation into “alleged personal misconduct” against him. “The previously announced investigation into an allegation of misconduct against Sir Martin has concluded,” a statement by WPP […]

by B&T Magazine

B&T Magazine
Sky News Unveils New Sunday Night Line-Up
  • Media

Sky News Unveils New Sunday Night Line-Up

Sky News has announced the debut of a new Sunday night line-up that will see the launch of a national affairs program and the return of Paul Murray LIVE. Leading political commentator and associate editor of The Australian, Chris Kenny, is back on Sky News as anchor of Kenny on Sunday, a new two-hour program […]