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GDPR will pop the adtech bubble

blogs.harvard.edu

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Re: GDPR will pop the adtech bubble

#291

Post by taysic »

hadrien01 wrote: post #263
jacksmith21006 wrote: post #214

GDPR will help the big guys not hurt. The smaller guys it will be tough implmenting and make it more expensive in terms of expense to revenues.

I took ten minutes to implement GDPR on a small ecommerce website: we deleted Google Analytics (HTTP logs and carts tracking is more than enough) and replaced Facebook widgets by a simple link. Newsletter was already opt-in only, we don't sell private data, and user account deletion was already possible.

'user account deletion was already possible.' Do you not use backups? How was this done within 10 minutes?

Re: GDPR will pop the adtech bubble

#292

Post by lajhsdfkl »

user5994461 wrote: post #144
lajhsdfkl wrote: post #137

Earlier quoted context omitted.

How can AB testing work without storing personally identifiable information?

AB testing doesn't require personally identifiable information.

How do you bucket users into a control and enabled group without having some way of identifying them? (usually ip address)

Re: GDPR will pop the adtech bubble

#293

Post by TheForumTroll »

jimktrains2 wrote: post #179
toomuchtodo wrote: post #34

Earlier quoted context omitted.

Only if you’re not scrubbing IP addresses and other PII within a reasonable window of time.

IP addresses are not pii. (Maybe personal data under the gdpr, but they are not pii.) Also, what pii is tracked (by default) by piwiki or ga or access logs? I certainly cannot think of anything.

"A much discussed topic is the IP address. The GDPR states that IP addresses should be considered personal data as it enters the scope of ‘online identifiers’. Of course, in the case of a dynamic IP address – which is changed every time a person connects to a network – there has been some legitimate debate going on as to whether it can truly lead to the identification of a person or not. The conclusion is that the GDPR does consider it as such. The logic behind this decision is relatively simple. The internet service provider (ISP) has a record of the temporary dynamic IP address and knows to whom it has been assigned. A website provider has a record of the web pages accessed by a dynamic IP address (but no other data that would lead to the identification of the person). If the two pieces information would be combined, the website provider could find the identity of the person behind a certain dynamic IP address. However, the chances of this happening are small, as the ISP has to meet certain legal obligations before it can hand the data to a website provider. The conclusion is, all IP addresses should be treated as personal data, in order to be GDPR compliant."

https://eugdprcompliant.com/personal-data/

PII or not PII it is still covered by GDPR.

Re: GDPR will pop the adtech bubble

#294

Post by kerng »

levashovbiz wrote: post #287
madeofpalk wrote: post #112

Earlier quoted context omitted.

> By and large, it doesn't, very well. I know Twitter isn't known for being the best at advertising, but it was made exceptionally clear to me that online advertising is a massive bunch of lies when I did my GDPR Twitter data export and it included me in a bunch of incorrect, non-sensical and contradictory ad targeting groups. Twitter claims I: * Own a cat, dog and other animal (I don't) * Have between $100k- $999k l…

I had very similar experience with Facebook when tried to check my profile. Out of 20 interests only 4 were correct I think it is an intentional stretching the interests way to far to look better for advertisers. In more details: https://levashov.biz/can-trust-facebook-audience-interests/

The idea of advertising is also to create interest where there is none. If you all of a sudden see an ad about those other topics your aren't super interested yet, maybe you will become. That's the idea of manipulation and marketing.

Re: GDPR will pop the adtech bubble

#295

Post by chrononaut »

I wonder how many "parts" of the Internet are simply going to be inaccessible over the course of the year to individuals residing within the EU as websites take a rudimentary "block all EU traffic" approach as a first swing at preventing their services from being offered to EU residents.

Re: GDPR will pop the adtech bubble

#296

Post by zerostar07 »

chrononaut wrote: post #289
zerostar07 wrote: post #230

Earlier quoted context omitted.

So what? It was part of the agreement when you consented. The same way that when you go to a club, a strip club, or a casino you know you 'll be exploited in a way. Sounds like advocating for overreaching laws that "save you from yourself" and keep you away from harm / drugs etc. It's a bit ironic that you brought up mass surveillance because GDPR explicitly exempts the police and security services from its reach. Ed…

Legitimate question; if you're not American, why do you think the NSA would be impacting your individual freedom, or perhaps the freedom made available by the state(s) of your citizenship(s)? Or were you more referencing that it is violating your privacy?

there is international law which allows the US to affect me and my freedom even in my home country. It would be up to the local courts to decide. And of course when i visit the US, as well as my freedom to do business with US companies. Also, in this case the tracking is both without my consent , and without the protections that american law provides to americans.

Re: GDPR will pop the adtech bubble

#297

Post by downandout »

rossdavidh wrote: post #59

Oddly, 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…

By and large, it doesn't, very well.

If that's true, it's not because ad tech doesn't work, it's that most advertisers don't use it properly. A large percentage of my company's revenue comes from performance marketing (running paid traffic to affiliate offers) and it works very well for us. You just have to know what you're doing, make sure you're not getting too much bot/junk traffic, and bid the appropriate amounts. We've written software that handles all of this automatically, and our paid traffic campaigns do amazingly well. Show me another investment in which you can reliably and consistently achieve 30%+ ROI weekly with a fair amount of scalability.

Ironically, native ad networks like Taboola and Revcontent will flourish in the new GDPR world. Since they target ads based mostly on nothing more than the topic of the content that the user is viewing, these ads are effective enough for smart performance marketers to make money with, and GDPR doesn't fundamentally change anything about their model. EU advertisers will flock to native and abandon other forms of advertising that were based on more invasive targeting.

Re: GDPR will pop the adtech bubble

#298

Post by TheForumTroll »

hartator wrote: post #37

It’s kind of interesting that the company that ads that people think are the most intrusive are from Criteo, a french company, while GDPR do its best to target US companies.

>while GDPR do its best to target US companies

I thought I was on reddit for a second there..

Re: GDPR will pop the adtech bubble

#299

Post by wdr1 »

tjoff wrote: post #247
wdr1 wrote: post #200

Earlier 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...

Big brands struggle with UGC. Witness the events of YouTube & brand safety.

But even without that, what you're saying just isn't scalable. What community site can reach even 50% of dog owners -- let alone what a primtetime sitcom or YouTube can reach?

> No, advertisements like that are more about selling the brand than selling iphones. Something TV is probably pretty good for.

What? Sure, they have campaigns running for awareness, recall, perception.

But you're really saying Apple doesn't dramatically increase its spend when a new phone is released? That's poppycock.

Re: GDPR will pop the adtech bubble

#300

Post by TylerE »

hadrien01 wrote: post #263
jacksmith21006 wrote: post #214

GDPR will help the big guys not hurt. The smaller guys it will be tough implmenting and make it more expensive in terms of expense to revenues.

I took ten minutes to implement GDPR on a small ecommerce website: we deleted Google Analytics (HTTP logs and carts tracking is more than enough) and replaced Facebook widgets by a simple link. Newsletter was already opt-in only, we don't sell private data, and user account deletion was already possible.

That seems extraordinarily flippant.

I can't imagine giving up Google Analytics for http logs on a content-driven site.

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