On May 25th, GDPR went into effect across Europe, sending the international ad tech industry into a tailspin. A month later — just as we’d started to catch our breath — the state of California passed a set of sweeping data privacy laws that many have dubbed the “American GDPR.”
The California Consumer Privacy Act is set to dramatically change how businesses handle data across the state. And while we won’t know its full impact until 2020, we can apply lessons learned from this year’s implementation of GDPR to the Golden State and any other future regulations that could take place across the globe.
To refresh, GDPR is the General Data Protection Regulation. It’s the world’s tightest set of data protection laws — designed to safeguard individuals’ personal information across Europe — and one of the greatest changes demanded by this set of regulations is the requirement to capture explicit consent from users before handling their data. So, how has it impacted our business and partners thus far?
After a quick (and expected) dip, we’ve seen an increase in the quality and volume of consent signals throughout our exchange, a boost in buyer confidence, and publishers’ revenue bumping back up. Moving forward, our industry must ensure we’re properly managing user data, while still facilitating fast and efficient transactions between buyers and sellers. Publishers serving EU data subjects should work to implement a suite of GDPR compliance solutions including a consent mechanism, and those with strong connections to their readers will help bring back confidence. Buyers should ensure they can ingest consent and appropriately decide how they’re handling it in their bid responses based on their company’s policies.
With an increased deployment of consent to publishers, our ecosystem is on its way to becoming a cleaner, more consolidated, and less confusing place — pushing us to foster a greater sense of maturation and reminding us that the consumer experience, and quality content, must always come first (on the US West Coast, in Europe, and throughout Australia as well).