Current real time bidding processes for online ads grossly violate the European Union’s privacy rules, says a report from the UK’s Information Commissioner, who is in charge of such things. She cites both General Data Protection Regulation (GDPR) and Privacy and Electronic Communications Regulations (PERC). Enforcement actions haven’t followed but the message is clear.
Will tighter privacy regulation force companies to focus more on their existing customers? Separate reports from customer journey management vendors Kitewheel and Pointillist both show high growth in the field. Less reassuring for marketers: journey management is more often controlled by customer experience departments than marketing.
Maybe marketers should just go back to buying broadcast TV. Industry trade group TVB thinks that would be fine. They just issued a report that finds traditional TV still has more influence on buying than any other medium.
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