Pay or OK: can you afford to have a “free alternative without behavioural advertising” next to a version of the service funded by profile-based advertising? Meta has just launched its own implementation of the European Data Protection Board’s requirement (see press release by Meta and article in the Wall Street Journal, linked to hereunder), and here are the key characteristics:
– Based on session-related information
– Relies on data about ad interaction as well as minimal information (including age, location, gender)
– Includes “ad breaks”, i.e. unskippable ads
I doubt this is as financially viable for a provider where contextual ads would anyway make very little sense, so it will be interesting to see what happens next.
If EU regulators consider that this is still insufficient, perhaps it would be good for them to spell out precisely what they want (“free content, no ad interaction tracking, everyone sees the same ads” perhaps? Are we going back to the early days of the World Wide Web?).
The next 7 days are going to be full of adtech & PayorOkay for me:
– This Friday 15 November, noon CET: free webinar on Personalised Advertising and “Consent or Pay” (critical perspectives on EDPB guidance and regulatory considerations), in which I am one of the speakers in a panel moderated by Hogan Lovells.
Registration link: https://lnkd.in/diwE3Ybj
[Yes, we will definitely be tackling this news!]
– Monday 18 November: participating in the EDPB’s “Consent or Pay” stakeholder event
[We’ll be talking about some of the questions for that stakeholder event during the webinar of this Friday]
– Tuesday 19 November: workshop at the IAPP DPC24 on “AdTech and Privacy: Prospects and Pitfalls” (half-day intensive workshop, 9 to 12.30 CET) – more information: https://lnkd.in/ehrDAJbY
[Again, this topic will be on the menu]
Have any questions on what this means for your organisation? Reach out!
Meta press release: https://lnkd.in/eX6G8X6v
WSJ article (behind paywall): https://lnkd.in/e78qYiay
GDPR data protection
Did this analysis get you thinking? Reach out!
DataLaws.net is entirely open-access, and instead of getting your data in exchange for this content, how about another trade? If this commentary saved you research time or sparked an idea, feel free to invite me over for tea, chai or a hot chocolate next time you are around Brussels or Antwerp - or invite me over to your offices for a chat!
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