Thursday, December 01, 2022

Fair use of technology is the key to adapting advertising to European user privacy regulations

Fair use of technology is the key to adapting advertising to European user privacy regulations

The city of Bilbao has been the scene of an interesting meeting this Thursday, which sheds little light on the uncertainty in the advertising sector caused by recent proposals by EU data protection authorities regarding the privacy of Internet users.

The conference “Digital Advertising and Privacy: Towards a More Responsible Model with the User” organized by MediaSale Agency, Dentsu Group and the firm Ekija Abogados, is attended by three leading experts who have pointed to the good use of European advertising for advertisers. Technology as the main key to adapt to the rules.

With the application of the General Data Protection Regulation (RGPD) in our country in 2018, which brought explicit consent of users regarding the transfer of their personal data and the ensuing disappearance of third party cookies, many questions arise for agencies. And advertisers: What options are being worked on to identify users without third-party cookies? How does this change affect the personalization of advertising and how will it be measured? What is the legal framework to comply with the existing regulations and avoid sanction or damage to reputation?

Ad Privacy Lead at Google Spain and Portugal Lorena Roque explained her company’s solutions for operating in the digital privacy ecosystem and why it’s important to respect user privacy. “Google Spain is adapting its products and solutions to ensure the sustainability of the long-term digital marketing ecosystem” and added that “respecting user privacy and developing marketing strategies that meet business objectives is not difficult : It is possible and it is necessary to achieve both thanks to technology”.

Fair Use Of Technology Is The Key To Adapting Advertising To European User Privacy Regulations

Juanma Ellis, Director of Dentsu Solutions, explained how at Dentsu “we are building a more user-friendly advertising and marketing model” and how users are experiencing all these changes. After analyzing the keys, he assured that it is the communication group that “knows the current and future consumer best”. For Dentsu, “Privacy should transform the way we do marketing so that the user stops being a victim of change and becomes the hero of sustainable solutions to new regulatory challenges, where customer experience is essential to achieving business success.”

For her part, María González Moreno, Social Partner of Privacy and IT Compliance at Esiza, detailed where we are at the regulatory level: “Users pursue, and demand, respect and protect their privacy. , a purpose that is collected and recognized as a fundamental right in the existing rules, and applicable, both relating to the protection of personal data, as well as to the regulation of the services of the information society. The development faced a regulatory framework that tries to adapt to the unstoppable development of technology and the alternatives allowed by it, “needing to find a balance between business development (regardless of sector), maximizing technology’s Extracting capacity in marketing and advertising functions, but within the framework of compliance, respect and protection of users’ rights”

The meeting, which was moderated by Mediasal’s business director and data privacy champion Javier Fernández Pea, was held in a room in the Biscayne capital’s Azcuna Zentro, with a full capacity sign hanging.

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