GDPR通用数据保护条例对数字广告影响（英文）_6页-3mb

报告摘要

GDPR Impact on Digital Advertising Summary

Core Content

The General Data Protection Regulation (GDPR), effective from May 25, 2018, is a comprehensive data protection law that applies to all businesses processing personal data of EU citizens, regardless of their location. This regulation has significant global implications, especially for digital advertising, where personal data is extensively used.

Main Points

1. Scope of GDPR Application

GDPR applies to any business that processes personal data of individuals within the European Economic Area (EEA).
Even if a business is not based in the EU, it may still be affected if it collects or processes data from EU citizens.
The regulation is not limited to the EU and has a global reach due to the nature of digital data flows.

2. Key Rights of EU Consumers

Access: Right to know what data is collected and how it is processed.
Accuracy: Right to correct inaccurate data.
Consent: Consent must be clear, specific, and separate from other information. It cannot be a condition for a contract.
Data Portability: Right to receive personal data in an electronic format.
Erasure (Right to be Forgotten): Right to request data deletion, including from third parties.

3. Data Protection Principles

Fair and transparent: Consumers must be informed about data usage.
Purpose limitation: Data can only be used for the purpose it was collected.
Data minimization: Only necessary data should be collected.
Storage limitation: Data must be deleted when no longer needed.
Confidentiality and integrity: Data must be stored securely.
Accountability: Businesses must be able to demonstrate compliance.

4. Impact on Digital Advertising

GDPR requires restrictive measures in data collection, processing, and use for marketing.
It affects traditional PII, online identifiers, and sensitive data.
The regulation emphasizes consent as a key legal basis for data processing, which is seen as the most secure method.

Key Information

5. Rakuten Marketing's Approach to GDPR Compliance

Rakuten Marketing is proactively working towards GDPR compliance by aligning its global operations with the new regulations.
They are pushing consent as the primary legal basis for data processing in the EEA.
For non-EEA customers, they will continue using previous data handling methods unless EU traffic is blocked.
Rakuten Marketing is using the IAB Consent Framework to standardize consent management.

6. Industry Response

According to a survey by UBM, only 6% of IT professionals are fully prepared for GDPR.
PwC reports that 60% of companies plan to spend at least $1 million on GDPR preparation.
The industry is investing heavily to ensure compliance and reduce risks.

7. Consumer Response

A February 2018 survey by The7stars indicates that 60% of UK internet users are questioning how much data companies hold on them.
32% of consumers say they will trust brands more with their data post-GDPR.
34% of consumers plan to exercise their right to be forgotten once GDPR is live.

Benefits of Consent

Consent enables authentic and relevant marketing experiences.
It supports hyper-personalization through AI and machine learning.
It helps in risk management and ensures compliance with GDPR.
Brands are expected to leverage consent in future regulations such as the ePrivacy Regulation.

Rakuten Marketing's Collaboration with Clients

Rakuten Marketing will provide Data Processing Agreements and Standard Contractual Clauses.
They are collaborating with industry leaders to streamline communication and offer uniform solutions.
They are working with regulatory organizations to influence and shape future legislation.
A global consumer survey is being conducted to better understand consumer behavior and impact post-GDPR.

Additional Notes

Rakuten Marketing is investigating Consent Management Platforms and will provide more details soon.
For further information, contact RM-GDPRCommunications@rakuten.com.

About Rakuten Marketing

Rakuten Marketing is a global leader in integrated marketing solutions, including affiliate, display, and search.
It delivers data-driven, personalized ad experiences across multiple platforms and screens.
The company is committed to transparency and consumer journey insights to optimize marketing performance.
It is a division of Rakuten Inc., with offices in multiple countries including the UK, Japan, France, and the US.