GDPR通用数据保护条例对数字广告的影响（英文版）_6页-3mb

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 handling personal data of EU citizens, regardless of their location. It significantly impacts digital advertising by reinforcing consumer rights and requiring stricter data handling practices.

Main Points of GDPR Application

• Scope of Application: GDPR applies to any business that processes personal data of EU residents, not just those based in the EU.
• Consumer Rights: GDPR grants individuals several key rights, including:
  • Access: Right to know what data is collected and how it is processed.
  • Accuracy: Right to correct inaccurate data.
  • Consent: Must be freely given, specific, and informed, and 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 deletion of personal data.
• Data Protection Principles: Businesses must follow these principles when processing personal data:
  1. Fair and Transparent: Data usage must be clear and understandable.
  2. Purpose Limitation: Data can only be used for the purpose it was collected.
  3. Data Minimization: Collect only the data necessary for the purpose.
  4. Storage Limitation: Data must be deleted when no longer needed.
  5. Confidentiality and Integrity: Data must be securely stored.
  6. Accountability: Compliance must be demonstrable.

Key Data Categories

GDPR covers various types of personal data, including:

• Traditional PII: Name, address, phone number, and email.
• Online Identifiers: IP address, cookie IDs, and device IDs.
• Sensitive Data: Racial identity, religious and political affiliations, health, genetic, and biometric data, sexual orientation, and gender preference.

Rakuten Marketing's Approach to GDPR Compliance

Rakuten Marketing has been actively preparing for GDPR compliance, with the following key initiatives:

• Consent as Primary Legal Ground: Rakuten is prioritizing consent for data processing in the EEA.
• Global Consistency: They aim to apply the same rules across all regions, with exceptions for non-EU customers.
• IAB Consent Framework: Utilizing the IAB consent framework to ensure compliance.
• Data Processing Agreements: Sending out agreements to cover relationships with clients.
• Collaboration with Industry Leaders: Partnering with networks and organizations to streamline compliance efforts.
• Consumer Research: Conducting global consumer surveys to understand potential impacts and responses.
• Consent Management Platforms: Investigating and planning to integrate Consent Management Platforms.

Industry and Consumer Response

• Industry Preparedness: Only 6% of IT professionals are fully prepared for GDPR, indicating widespread challenges.
• Consumer Attitudes: According to a survey by The7stars:
  • 60% of UK internet users question how much data companies have on them.
  • 34% plan to exercise their right to be forgotten.
  • 32% say they will trust brands more with their data.
  • 40% of users aged 18-24 agree the most with GDPR's changes.

Benefits of Consent

• Consumer Trust: Consent helps build trust by giving users control over their data.
• Value Exchange: It ensures a fair exchange of value between consumers and advertisers.
• Hyper-Personalization: Enables more personalized and relevant marketing campaigns.
• Future Compliance: Aligns with upcoming regulations like ePrivacy, where consent will be mandatory.

Conclusion

GDPR has fundamentally changed the landscape of digital advertising, emphasizing consumer control, transparency, and compliance. Rakuten Marketing is taking proactive steps to ensure alignment with these regulations, leveraging consent, industry collaboration, and consumer insights to maintain a compliant and effective digital advertising strategy. The regulation also presents an opportunity for brands to enhance trust and engagement through more ethical data practices.