GDPR: All you need to know
Todd Ruback, Chief Privacy Officer, Ghostery
It's not often that certain laws get a lot of attention, but the General Data Protection Regulation (GDPR) – the massive piece of data protection legislation that will become effective 25 May 2018 – is the notable exception. It may seem like it's a long time before it comes into force, but with so much at stake, it's not too early to start thinking about what the GDPR is and how it will affect your business.
The EU has long been the leading jurisdiction when it comes to data protection and privacy laws, treating privacy as a fundamental human right through a series of legislative protections. But technology has jumped forward in the past few years, creating new business opportunities, all predicated upon the breath-taking growth of data collection and uses. The digital world presupposes borderless economies where data flows without impediment. Online commerce, whether via a laptop or a mobile device, such as a phone or even a watch, is not a thing of the future, but is here right now and is quickly becoming the default channel for consumers to find the goods and services they want. The seller's location is not nearly as important anymore as ease and speed of transaction. The result is the need for an update of the aging body of EU data protection laws, thus the GDPR.
One year on from our 2016 trends, how did we do?
David Tiltman, Head of Content, Warc
We’re getting ready to launch Toolkit 2017, our guide to six trends we think will have an impact on marketing in the year ahead.
This will be the sixth year we have run a Toolkit. The report, which we’ll be running once again in association with Deloitte Digital, draws on Warc’s best practice papers, articles, case studies and research to pull out some key lessons for marketers.
A call for collaboration: setting the standards for global ad quality
Paul Nasse, Commercial Director, Integral Ad Science
With programmatic ad spend expected to reach £2.5bn in 2016, factors such as brand safety, ad fraud, and viewability are ongoing concerns for the digital advertising industry. The debate around media quality in both programmatic and publisher direct environments has gained momentum, reaching a climax with the announcement of the Coalition for Better Ads in September 2016.
The consortium – which aims to establish a set of global standards – is the first example of major players including P&G, Facebook and Google, actively joining forces in an attempt to maintain ad quality, while protecting revenues. But will this be enough?
IJMR Editor's Blog: Why are polls getting it so wrong?
Peter Mouncey, Editor-In-Chief, IJMR
IJMR special issue
The USA has a new president-elect this week, but was this the result that the USA pollsters expected? The polls were showing a close race for the White House, but the majority predicted a slight Clinton lead, which turned out to be false.
What we have here... is a failure to communicate
Eaon Pritchard, Head of Strategy - Government Services, Dentsu Aegis Network, Australia
The announcement that Google has made small but significant adjustments to the way it handles the personal data collected from Google product users and the 'behavioural' data via its ad network, DoubleClick came and went with surprisingly little commentary.
In case you missed it, the previous policy had been:'We will not combine DoubleClick cookie information with personally identifiable information unless we have your opt-in consent'.
The changing nature of content marketing metrics
Clare Hill, Managing Director, Content Marketing Association
Do clicks, likes and shares tell the whole story?
In this guest blog, Clare Hill, managing director of the CMA, looks at the challenges facing brands and agencies as they seek to prove ROI for their content marketing output.
TV Trends: The Missing NFL Viewers
Brian Wieser, Senior Research Analyst, Pivotal Research Group
The NFL is arguably the most important media property for television networks, for advertisers and MVPDs alike. On a live + 3-day basis, NFL games accounted for 8.6% of all TV viewing during the first five weeks of this season, and a significantly higher share of the viewing for networks with rights to air its games, including CBS, Disney’s ESPN, Fox, NBC and the NFL Network.
With higher-than-average pricing for ad inventory, the programming is disproportionately important beyond those viewing shares in terms of ad revenue, which marketers prize because of the still-relatively high ratings (and thus efficient spending given the limited unintended audience duplication vs. aggregating similar volumes of gross ratings points from buying a greater number of units on lesser-rated programs). Networks’ affiliate sales efforts and the health of the market for retransmission consent holds up in part because of the value of the programming to consumers, who are in turn generally willing to pay relatively more to their MVPDs for access to that programming as well.
Life in Flow – Tap Science for Better Creative
Dan Machen, Director of Innovation, HeyHuman
As the world around us changes at an incredible pace, you don't need to be a marketing genius to see that the relationships between people and brands are, changing. There has been an explosion in digital messaging, which has led to reduced attention, recall and emotional engagement. Where people once leant in to brand stories, it's now increasingly a case of talk to the hand.
At HeyHuman, we believe that this mind-set requires us to embrace science to a greater to degree as per the recent WARC article 'Creative Agencies Need to Tap Science'. But how can we do this?