We are entering a new and critical phase of how the European Union’s General Data Protection Rule will impact advertising and marketing. The Reuters news agency reported that the top regulator for GDPR in the EU has opened an investigation into how Google manages personal data for advertising and targeting. This comes on top of a rising tide of GDPR complaints against various adtech companies in the European Union.
The Google probe, however, cuts to the core of how the modern advertising and marketing engine works by asking the simple question - is it OK that Google can collect so much data about users very quickly and then allow others to use that data to target ads and build profiles? The fines can range up to nearly 5% of revenues, a steep price for violations.
The new investigation appears to be based in part on a complaint filed by the upstart browser Brave. Brave’s complaint claimed Google and other large websites were violating user privacy by sharing key details of what users do online with hundreds of companies without ever notifying the user.
This latest probe could potentially impact all advertising and marketing reliant on web profiles, including B2B campaigns. B2B campaigns and advertising are less in the crosshairs to date because they benefit less from granular personal information but as more and more B2B advertising becomes algorithmic and programmatic, B2B campaigns could easily get caught up in the probes.
Here’s what B2B marketers need to think about in case this probe causes disruptions to the advertising ecosystem.
Hopefully this post has helped you think through some of the real implications that ongoing GDPR probes might have on B2B marketing stacks. We appreciate any feedback you might have on this post or others that we write.