On the opening day of DK2025 in Rovinj—an event that will host 180 globally renowned speakers by the end of its program—we closely followed the discussions focused on privacy in the digital space. Is online privacy even possible? Are data regulations truly helpful—or do they hinder business development? And what is the role of everyday internet users in this ecosystem? These were some of the key questions the audience wanted answers to.
Just three years ago, the level of “data protection” we see today would have been unimaginable. Today, it’s a must-have for any industry that sells or advertises online. And let’s be honest—there are few that don’t. Insurance, banking, finance, pharmaceuticals—all must respond to fast-evolving regulatory systems with clear answers: How is user data used? And how long is it stored?
Many business owners claim to be very cautious about where and with whom they share their personal data. Yet, they often complain about low conversion rates—mainly because they lack quality consumer insights. For marketers trying to help these very clients achieve better results, the challenge is even greater. Reaching the right audience is harder than ever, which means campaigns must now be more creative just to achieve conversions.
Offering precise measurements of campaign effectiveness has also become a major hurdle. Today, marketers rely on various tools—often Triple M—but 100% accurate measurement is no longer possible.
The General Data Protection Regulation (GDPR) is just one framework among many that aim to protect users’ rights and data. But as speakers at DK25 emphasized, the real game-changer isn’t legislation—it’s our mindset and behavior. Even the most privacy-conscious internet users often blindly accept terms and conditions without reading the fine print about how and where their data will be used.
To further align with GDPR, the Interactive Advertising Bureau Europe (IAB Europe) introduced the Transparency and Consent Framework (TCF v2.2) in 2023, designed to standardize how consent is gathered and managed.
“Today, the internet is a mass medium—and it must be regulated. Whether you’re in marketing, insurance, or any other industry, regulation is essential. For instance, if you’re developing an app today, you must comply with a whole array of laws, and GDPR is just one of them,” said Zoran Savin, Executive Director of IAB Slovenia.
“Digital advertising faces huge challenges,” noted Sonja Stahor Gašpar, Director of Digital Business at Croatian pharmaceutical company JGL. “Every word in a campaign is scrutinized for transparency. As users, we need to think about what we share, why we share it, and who’s tracking us. We’ve become products that generate data.”
But regulation isn’t all bad—on the contrary, it highlights the value of data. Companies that know how to manage first-party data can unlock significant advantages.
“Conversion rates for used vehicle services are far higher when targeting those who have already shared their data—up to 60%. Reaching the other 40% is much harder and more expensive,” said Saša Milinović, Digital Director at Omnicom Media Group (OMD). “For that first group, even a simple newsletter—at minimal cost—can be incredibly effective. But it’s essential that businesses learn to define the financial value of data more accurately.”
