Drugi jezik na kojem je dostupan ovaj članak: Bosnian
When GDPR was first introduced, many in publishing, media and advertising considered it to be a normative revolution.
GDPR: A change of model for digital advertising
While many jumped to complain to new limitations in terms of data, on the other hand lawmakers brought big changes in brand’s approach to the processing of data, and a completely new level of transparency, which can only be positive in terms of the sector.
Five stages of concern related to GDPR
It is interesting to note that the concerns related to GDPR are monitored in five stages and present a suitable representation of how the sector reacted to this new regulation.
In the first stage there was much speculation about the real need to introduce regulations and a widespread idea that it would not cause any inconvenience. In fact, the research conducted by IBM in May last year showed that only 36% of companies respected the deadline, which is a clear sign that companies have decided to ignore its existence until the last moment.
People therefore questioned its effectiveness and very quickly came the second and third stage: anger and bargaining. Anger was generally short-lived, but bargaining was a more intense phase: many brands just talked about what the rule implies for them. For example, what “consent” and where the responsibility for consumer information lies in the supply chain of the media.
Fortunately, no concrete signs of a crisis were found, but in the last two phases we went through acceptance, and change of perspective.
Many have quickly recognized the positive aspects that GDPR brings. From strengthening relationships with existing clients to highlighting high-quality creative content in advertising campaigns.
GDPR means smarter, targeted ads
As we approach the first anniversary since the introduction of GDPR, we can certainly notice the impact it has had on the digital advertising landscape: it has changed the way advertisers communicate with the public and provided a chance for brands to defend and promote a much more reliable, secure and transparent data processing process.
Brands that have made their resources and efforts available to establish the legal basis for processing their clients’ data are those who reap the benefit. An effective programmatic advertising strategy depends on the data, however, with greater control and accountability that is ensured by GDPR, the brands now use more reliable data they can count on. This means they can show a more accurate picture of their clients and create effective and interesting marketing messages.
Future will bring even more regulations, and we must be prepared
2019. promises to bring even greater complexity in the form of direct regulations (ie. regulation on e-privacy). And while everyone awaits the results of the enforcement of regulatory measures, it is of key importance that brands are still focused on correct approach to GDPR. If 2018 was the year of transparency, we can safely expect that this focus will further increase in 2019.