This article originally appears on MarTech Series here.
We spoke to executives across the globe to identify the top challenges that marketers would face in 2018. The common message was — “It’s time to delight the customers. Dare or risk dropping out of the league.”
GDPR is Coming: Marketers Must Prioritize Transparency
Top business leaders from the data management industry have spoken to us on how GDPR would impact the ecosystem and customer experiences along the buyer’s journey. GDPR is definitely one of the top challenges for marketers in 2018.
Alice Lincoln, Vice President, Data Policy and Governance, MediaMath, said, “With GDPR set to take effect in May 2018, many companies are preparing to adjust their business processes and technology accordingly – especially marketers. In the new year, we’ll see the increased scrutiny of major 1P players’ privacy, security, anti-fraud, brand safety, and election-related practices (Facebook, Google, etc.)”
Alice continued, “This level of scrutiny will also extend to 3P companies, and improved industry standards will emerge to proactively address these concerns. There will also be continued momentum in terms of walled gardens’ evolution to provide marketers with transparency that resembles that of 3P companies. Further, we’ll see ongoing developments in improved industry-wide standards to accommodate emerging technologies, including connected TV and IoT.”
Read the full article here.