Mobco CEO on future of AdTech Industry post-Corona

Mobco CEO on future of AdTech Industry post-Corona

Arrow
  • CMP
  • Data
  • EU
  • GDPR
  • Privacy
December 4, 2019

Ad Tech Post GDPR – Will the Industry Survive or Thrive?

By Tomer Hen

Arrow
  • 5G
  • AdTechIndustry
  • CMP
  • COVID-19
  • Data
  • EU
  • Future
  • GDPR
  • Privacy

May 25th, 2018 – the day the EU’s General Data Protection Regulation (GDPR) came into effect, marked a turning point in the Ad Tech Industry. Cemented on the principles of Data Protection and Empowerment of EU residents’ control of their personal information, GDPR shrouded the Ad Tech Industry with ambiguity on how to comply, yet, thrive.

With a penalty fee of 200 million or 4% of yearly revenue, looming overhead, players in the Ad Tech Industry rushed to become GDPR compliant. However, uncertainty over the legalities and the sparsity of possibilities resulted in many companies shutting operations in the EU.

It has been over a year since GDPR came into existence. While the Industry has yet to fully embrace GDPR, it has learned to adapt to comply. However, there remain key issues that the Industry must resolve to thrive.

Data – The Lifeline of Ad Tech

The principal pain point levied on the Industry by GDPR is the collection, storage, and usage of data – the fuel on which Ad Tech functions. While GDPR seeks to protect and promote transparency, it beckons the question of possibility in an Industry as diverse as Ad Tech.

The key area where Ad Tech and GDPR collide is the method of collection of data. In stark contrast to the Industry’s ‘Implied’ consent, GDPR demands that the individual be explicitly informed of not only the intent to collect data, but contents collected, its purpose, intermediaries involved, the retention period of data, and any changes thereof. The individual must willingly opt-in to the terms for the transaction of data to be deemed legal.

When asked about the challenges this poses to the Industry, our CEO, Tomer Hen, had this to say, “GDPR is another step in what the Ad Tech industry is trying to tell all its players – provide value or dissolve. Publishers, Platforms, Ad Vendors and Advertisers must evolve to provide more value in exchange for users’ interests and personalize data. The ones who will, thrive as these become higher valuable assets. And those who won’t dissolve or leave the field.”

Two Steps Forward One Step Back?

Technology has been at the centre of Ad Tech’s growth and evolution. It has facilitated new approaches to Ad Targeting which has increased efficiency and outcome. But, will GDPR’s stance on the use of Personally Identifiable Information (PII) be Ad Tech’s undoing?

You May Also Like

Future of AdTech

Q&A with Mobco CEO,
Tomer Hen

April 5, 2020

In the wake of the Coronavirus (Covid-19), we have seen panic spread across nations and industries. What is the status and the impact of this pandemic on the AdTech industry?

Device

5G Connectivity:
The Gateway to a New Ad Experience

December 8, 2019

Tech now stands on the cusp of yet another revolution that promises to be the game-changer for the Industry – 5G.

Regulation

Ad Tech Post GDPR – Will the Industry Survive or Thrive?

December 4, 2019

May 25th, 2018 – the day the EU’s General Data Protection Regulation (GDPR) came into effect, marked a turning point in the Ad Tech Industry.

You May Also Like

Future of AdTech
April 5, 2020

In the wake of the Coronavirus (Covid-19), we have seen panic spread across nations and industries. What is the status and the impact of this pandemic on the AdTech industry?

Device
December 8, 2019

Tech now stands on the cusp of yet another revolution that promises to be the game-changer for the Industry – 5G.

Regulation
December 4, 2019

May 25th, 2018 – the day the EU’s General Data Protection Regulation (GDPR) came into effect, marked a turning point in the Ad Tech Industry.