Digital advertising has gained significant prominence since the European Union approved its General Data Protection Regulation (known worldwide as GDPR) in 2016. The law came into effect in 2018 and has since influenced numerous countries to create their own data protection laws.
The fact that some of the most restrictive ideas of the GDPR have been transplanted into various legislations around the world has brought this information trend closer to Brazil as well, where in 2018 the creation of our General Data Protection Law (LGPD) was approved.
The context of digital media.
Digital media is a complex business, based on an extensive and highly specific chain of stakeholders. However, its objectives and premises remain the same as those of the entire advertising industry. The business model of any and all media has always been data-driven, from the very beginning. Targeted, data-driven advertising has always been the most efficient way to allow people to access content while paying less, and to access more relevant and valuable ads tailored to each profile.
This process began to evolve in the 2010s, when new players started to emerge beyond the advertiser/agency/media outlet triad. This new ecosystem, formed by companies that operate and distribute technologies, is now known as adtechs. These companies enabled what we now call programmatic media buying. This term is, in fact, a general term for various types of business models and technical protocols for the automated purchase of media space, the best known of which is real-time auctioning.
Data privacy.
Overall, what we have seen is a great effort from the industry to adapt to data protection legislation, and a general understanding that this moment is, in fact, an opportunity to gain the trust of users, encourage good practices and, ultimately, purge the abusive practices of a few players.
Targeted advertising, when done responsibly, generates a better user experience, a real gain for the entire media ecosystem, and encourages creativity and innovation in the industry.
Some numbers illustrate this. Research from the Data and Marketing Association shows that 71% of UK marketers believe that GDPR is an opportunity to increase the creativity of advertising campaigns. The same association reported that, after one year of GDPR, there was a qualitative increase in email marketing metrics, with significant advances in open rates (74%) and click-through rates (75%) in the last year. Clearly, all this does not mean that complying with data protection laws is simple. There is still a need for financial investment and time for complete and correct compliance.
And how will the LGPD impact this market?
With the General Data Protection Law coming into effect, companies are now required to protect the personal data of their customers, employees, and suppliers. This will impact the technology, legal, and marketing sectors.
In marketing, the LGPD (Brazilian General Data Protection Law) will change how user information is collected, such as browsing data, consumption habits, preferences, and contact information. Therefore, the law sheds light on several points that deserve close attention.
Data collection today occurs primarily through forms, pop-ups, and landing pages for registration or subscription plans offered by newspapers and magazines, for example. But what data are you requesting? Is it in line with the practical needs of the sector? Now it will be necessary to answer these questions and also prove the need for their use.
If your company collects data, another key term is consent. After all, according to the law, the burden of proving that consent was obtained in accordance with the law falls on the organization collecting the data. To make this entire process possible and present valid proof to the regulatory body, there are solutions that can help with this. Consent ManagementIt operates in a universal format, covering everything from capture to management, allowing integration with websites and other systems for managing consents, such as: terms of use, cookies, applications, authorizations, and more.
The LGPD also makes it necessary to Customer Service Channel for Account HoldersThis is for when the holder of personal data wishes to access their private information. Requests such as data removal or clarification regarding its use should be made through a specialized channel with appropriate customer service for this type of interaction.
Privacy Tools and Compliance.
Privacy Tools has developed a data management platform that offers various tools and modules. These are designed for use in different market segments and to comply with the obligations of the LGPD (Brazilian General Data Protection Law), whether in privacy management or user experience privacy.
You can learn more about how to join. compliance with LGPD on our blog. And to see our platform in action, do the free trial!
