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Impact of the General Data Protection Regulation (GDPR) on the Online Advertising Industry

Prof. Dr. Bernd Skiera, co-founder of Marini Systems, spoke at the TechAcademy 2020 conference “Can Tech Save the World” on 06.11.2020 about the impact of the General Data Protection Regulation, i.e. the increasing legal consideration of consumer privacy, on the online advertising industry.

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In his presentation, Prof. Dr. Bernd Skiera explains that regulation authorities around the world are now better protecting consumer privacy, which has consequences for online advertising. Online advertisers has previously relied on personal data and machine learning to better target ads. This presentation uses the European General Data Protection Regulation (GDPR) to illustrate these consequences for the various players in the online advertising industry. It shows how the industry is using the Transparency and Consent Framework (TCF) to meet data protection requirements, and outlines the challenges that arise when market players fail to agree on such standards and harmonize their activities. It also highlights the increasing market power of those players who have direct contact with users. The ability of some players to bundle user consent to use personal data with the use of a particular service also benefits them.

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