Taking the digital world by storm, “GDPR” is the buzzword on everyone’s lips for reputable companies – and heading into the Phone Number List last quarter of 2017. With around 75% of all data set to become obsolete, the ICO's upcoming changes to current data protection regulations are the biggest news to hit our industry in over 20 years; and as a result, our generation of modern professionals are struggling to ensure they comply – or at least dodge monetary penalties. But in the rush to avoid being hit with dramatically increased fines of up to £17m, or 4% of our revenue for the previous year, are we forgetting the big picture of GDPR? UK ICO Information Commissioner Elizabeth Denham said that in trying to protect ourselves from any negative repercussions, "we risk losing sight of what this new law is all about - greater transparency, rights increased for citizens and increased accountability".
Created to eradicate data duplication and give consumers more control, we need to trust that after 4 years of EU parliamentary planning and debate, the ICO might actually know what it's talking about. Oh, what a tangled web we weave... In recent years, it has often been considered common practice for lead generators, advertisers and publishers to avoid transparency, opting instead for the murky waters of "automatic opt-ins", hidden information and mass distribution of largely irrelevant information. Is it any wonder that consumers have become so cynical and unimpressed when they are constantly inundated with advertisements
They are now so commonplace and routine that ignoring them has become second nature. And on top of that, isn't it disheartening to Phone Number List realize that your campaigns and communications are not being seen, opened up, considered or even acknowledged? Bad leads, bot fraud, and sloppy targeting are the kinds of things that give the rest of the industry a bad name — and the kinds of things the GDPR hopes to eradicate. So wouldn't it be better for everyone if citizens had "enhanced rights", and they only saw the type of "advertisement" that is most likely to appeal to them? It saves advertisers and publishers