Is EU General Data Protection Rule (GDPR) a hope that leads to healthy "advertisement"?

byJoe Yates

Tracking-based advertising has grown rapidly since the latter half of the 2000s, but users agree to collect and retain personal data by "EU General Data Protection Regulation (GDPR)" which will be effective on May 25, 2018 As experts predict that the bubble will burst, as it is necessary. As a result, advertisements that are hated by users and have been "blocked" are reduced, and "advertisements" in the original meaning may come back to the center.

Doc Searls Weblog · GDPR will pop the adtech bubble
http://blogs.harvard.edu/doc/2018/05/12/gdpr/


It predicted the adversary collapse wasLinux JournalHe is an editor and since 2008Wrote many articles on advertising and privacy based on trackingMr. Dok Sears, a journalist who is doing.

Mr. Sears insists that "advertisement" and "advertisement based on tracking (adtek)" should be clearly divided.

Initially "AdAs you can see from that letter, it is originally a word meaning "to widely notify". It does not have to be for specific individuals, but rather it is important to reach many people, not limited to individuals. When you stand on the consumer's side, you should not have to think "Why are there ads here?" "Who is advertising" "Why are you advertising?"

There are also things that make brands (branding) in the effect of advertisement. Originally it started in the "cattle" industry area, it was said that it was spread by P & amp; G in the 1930 's. However, even if it is "widely informed" or branding, it should not be something that would otherwise be harmful to the user.

Then comes out "AdTech"is. AdTech is "Just to keep an eye outMr. Sears strictly pointed out that Mr. Sears strictly points out that it is aimed at the purpose and has only a negative influence on the brand, "It was made to erode the brand value of all media".

Adtech is different from advertisement in places where direction toward specific individual is strong. Mr. Sears points out that AdTech is trying to track people anyway using the sounds that are heard like "interest based" or "related". Fake news is included in the business model to "catch the eye". This is because it makes it easier to create eye-catching content than actual news.

From these facts, Mr. Sears said, "Adtech looks like" advertisement "and is also called" advertisement ", but in reality it is" direct marketing "that is similar to spam and spam I write it. Mr. Sears asserts that 1.7 billion people in the world are using the ad blocking function in some way is due to the influence of "Ad Tech", not "bad" advertisement.

Dr. Johnny Ryan's researchAccording to the statement "If you are a visitor to the website, how do you set up tracking?", Even people who are engaged in advertisements, such as publishers and ad-tech stakeholders, Accept all tracking "was 5%," 20% of "accept only the first party tracking", 56% "refuse anything that is mandatory for my requested service" 56%, "All tracking I refuse "was 19%.


When the EU General Data Protection Regulation (GDPR) comes into force on May 25, 2018, user consent is required to collect and store personal data, so this situation will change dramatically. I do not know how to actually change until then, but I'd like to expect a little change.