TrustArc was pleased to participate at the annual conference of the European Interactive Digital Advertising Alliance (EDAA) in London on November 28, 2017.
The conference brought together more than 200 stakeholders from the digital advertising ecosystem, including brands, agencies, DSPs/SSPs/DMPs, publishers, and various other ad industry members, to discuss policy and business opportunities in promoting transparency and consumer control in advertising.
As a longstanding partner of the EDAA—and its U.S. and Canada counterparts, the DAA and DAAC, respectively—TrustArc enjoyed seeing familiar faces and taking part at the beautiful Renaissance Hotel – St. Pancras venue to absorb a day’s worth of programming related to the latest developments in online behavioural advertising (OBA), the GDPR, draft ePrivacy Regulation, and new research on the economic contributions of digital advertising.
The day began with a keynote presentation by Paul Jordan, Managing Director of IAPP Europe, on the role of the data protection officer (DPO) as it relates to the ad tech industry. Because the GDPR mandates the appointment of a DPO when a business’s core activities involve (1) regular and systematic monitoring of data subjects on a large scale, or (2) the processing of special categories of data on a large scale, this is a regular topic of conversation among many of TrustArc’s ad tech/mar tech industry clients. As Mr. Jordan noted, “When in doubt, appoint a DPO.”
Later, a panel discussion featured perspectives from across the ads space about the importance of a clear and effective mechanism for managing data subject consent if consent is to be relied on as a legal basis for processing personal data under the GDPR (TrustArc’s free “Essential Guide to the GDPR” is available here). One speaker highlighted how having a full understanding of data flows across an organization is critical to the consent piece, as a business may wish to rely on different or more than one processing basis, depending on the data involved.
IHS Markit and GfK released research during one presentation on the growth of mobile advertising, offering statistics underscoring how data helps produce more relevant ads for consumers and enhances media companies’ ability to create sustainable business models with free consumer access. For instance, one set of findings held that ad spend using OBA data is expected to grow by 106% in Europe between 2016 and 2020.
Lastly, a panel featuring speakers from a search intelligence platform, the World Federation of Advertisers, and MailOnline discussed first-hand experiences in operationalizing for GDPR compliance. Their use cases highlighted the fact that although no two companies are the same, there are sound steps that any business can take once it has done a strategic assessment of its current regulatory posture versus what is required by the GDPR.
As an approved OBA Icon Provider for the European Self-Regulatory Programme on Online Behavioural Advertising (OBA), TrustArc’s Ads Compliance Manager solution is the leading, global self-regulatory platform for OBA compliance, delivering billions of global daily impressions of the OBA Icon and its AdChoices counterpart in the U.S. (DAA) and Canada (DAAC). In addition to providing a range of GDPR priorities assessments and assistance through its Consulting services, TrustArc is also an EDAA-approved Independent Certification Provider for companies wishing to demonstrate to partners, competitors, and end-users their respect for consumer choice via the globally recognized EDAA Trust Seal.