> I just said greatly simplifies what the GDPR actually utters, in bureaucratic legalese
You can read and understand the whole thing in about 30m, as a lay-person.
GDPR will pop the adtech bubble
251–260 of 454 posts
Re: GDPR will pop the adtech bubble
#252The second order effects of GDPR could actually be a boon to IT and tech:
* Accounts Payable analytics (should I pay this ad bill?)
* More Pay-per-Action (PPA). Less Pay-Per-View (PPV)
* Standardized pixel tracking managed by Advertisers
* Bot vs human agent detection (who/what actually viewed this ad?)Re: GDPR will pop the adtech bubble
#253Earlier quoted context omitted.
> How is "my business model depends on it" not a bona fide legitimate purpose for information collection? Business models are arbitrary and orthogonal to services provided. > But you don't get to randomly outlaw certain entire classes of business. Why not? Some business models are clearly antisocial and don't deserve to exist. GDPR is only outlawing business models based on large-scale abuse of people's private and i…
> Business models are arbitrary and orthogonal to services provided. that doesn't change the fact that the business model depends on that orthogonal action. Is it unlawful for gyms to charge by subscription instead of per-use knowing that most people don't use them? Should the NYTimes be forced to go pay-per article instead of subscription? Should nightclubs not be allowed to overcharge the bottle? > GDPR literally o…
They can charge any subscription or per use fee that they want, but not if the payment is personal data not necessary for the service.
Re: GDPR will pop the adtech bubble
#254Tracking IP address for SAAS companies is important for defending chargeback claims. For e.g when a customer demands a chargeback through their bank, Stripe notes down the IP address of every transaction. It is important to note this IP address and check if the user created an account using the same IP address. How are SAAS companies to provide sufficient usage proof when it comes to defend chargebacks?
You would be allowed to track IP addresses to prevent fraud. This is from Recital 47 of the GDPR:
"The processing of personal data strictly necessary for the purposes of preventing fraud also constitutes a legitimate interest of the data controller concerned."
"Legitimate interest" is one of the legal bases for processing personal data under the new regulation.
Re: GDPR will pop the adtech bubble
#255Earlier quoted context omitted.
> GDPR Twitter data export and it included me in a bunch of incorrect, non-sensical and contradictory ad targeting groups. This is expected. It's not desirable, but it is expected. The problem is your comparing it to an absolute. I.e. to perfect. If advertisers had that choice, they would love it. They generally don't. Remarketing is kinda close, but limits the scale. Rather, the only other scalable options are far w…
> What are the marketers other choices? Advertise on a tech site, 80+% will be interested in tech. Advertise on a dog community site is probably pretty spot on if you want to target dog owners... Far better than what, 5% ? This isn't rocket science, we sold everyones integrity for pennies. > who watch the ad, and aren't buying an iPhone. It's waste. No, advertisements like that are more about selling the brand than s…
> Advertise on a dog community site is probably pretty spot on if you want to target dog owners...
That would probably target dog enthusiasts or dog hobbyists or dog fanatics, which are all subsets of dog owners.
I think that one of the things that makes social media ad targeting so attractive to advertisers is that they can target the dog owners, instead of just the enthusiasts/hobbyists/fanatics.
Re: GDPR will pop the adtech bubble
#256Oddly, I think the article underestimates the size of the change coming. I think one side affect of the surge of IT into advertising, is that it has become easier to measure exactly how well advertising works. By and large, it doesn't, very well. I am reminded of this, from Paul Graham, about his time at Yahoo: http://www.paulgraham.com/yahoo.html "...The reason Yahoo didn't care about a technique that extracted the…
Yeah, it pretty much doesn't work well. The unit economics is something like "pay 50 cents a click and hope your funnel can monetize that effectively". More if you have more specific/desirable targeting, less if it's broader, but anything you save on the targeting end you lose in funnel effectiveness. If you've got solid data all the way through to conversions and lifetime value, that can either justify dialing ad spend up or down, and it's usually going to be down.
Re: GDPR will pop the adtech bubble
#257Earlier quoted context omitted.
The guidance we have received is that if your business is not located in the EU, not targeting EU countries, you don't have parts of your site translated to languages spoken in EU countries, and do not have an EU-based domain name extension, your EU traffic is considered incidental and GDPR probably does not apply to you. But, as with everything in the GDPR, that is extremely murky. This law is subject to unique inte…
Language is a horrible benchmark. French in Canada, English and Spanish in the US, German among German expats (of which there are millions.) Targeting a business for extortion because of the languages offered? Ridiculous. GDPR should only apply to businesses with a physical nexus in Europe, anything else is an attempt to assert extraterritorial jurisdiction. Europeans don’t have to visit US/Canadian/Chinese websites.…
>GDPR should only apply to businesses with a physical nexus in Europe, anything else is an attempt to assert extraterritorial jurisdiction.
It covers the personal data of EU citizens. Similar laws exist going the other way. Betfair can't (or couldn't) give accounts to US citizens. IIRC, various poker sites had to close US citizens' accounts. The US even arrested a CEO of a UK company who was only changing planes on his way home to Costa Rica: https://en.wikipedia.org/wiki/David_Carruthers#Arrest_during...
>anything else is an attempt to assert extraterritorial jurisdiction.
Good. The EU should grasp the nettle and fulfil it's role as the leading global hegemony.
Re: GDPR will pop the adtech bubble
#258For a long time I've been saying that we can do better with online advertising and revenue generation - and that there's a wide open market for the startup providing the solution.
There are a lot of practices that are distasteful that simply don't provide value that overrides their distastefulness.
But quite simply the revenue is there to be had, and nobody is going to venture off in a new direction when you can make easy money doing exactly what everybody else is doing.
The market may shift with GDPR, or it may just shift in europe. Or maybe the market doesn't shift at all, but some company policies change. I think in the end what causes the current incarnation of internet advertising to go away is going to just be a better idea.
Re: GDPR will pop the adtech bubble
#259> perhaps a $trillion or more has been spent on adtech, and not one brand known to the world has been made by it Google.
Every single venture backed company in SV since 2000 was built with ad money.
Re: GDPR will pop the adtech bubble
#260One surprising side effect of this might be that the hordes of machine learners and data scientists who used to work for adtech might go to healthcare/bioinformatics where we might get new breakthroughs.
Not unless they're willing to take a paycut.