MediaMath has committed enormous resources to readying itself, and the industry, for the GDPR, which comes into force on Friday 25 May. While anticipated regulatory scrutiny plays a part in these efforts, it does not tell the whole story. Namely, that MediaMath believes in the spirit of the law, that Internet users have rights to better understand, and make informed decisions about, the use of their personal data. To that end, MediaMath’s Data Policy & Governance, Legal, Product, and Engineering teams are working cooperatively with partners and competitors, publishers and advertisers, to assess and address the GDPR’s requirements from administrative and technical standpoints. We have designed, built, and deployed products and services that help our clients comply with European regulations, while achieving successful marketing and business outcomes.
It is certainly true that every company in every industry that handles the personal data of Europeans has had a great deal of work to do. However, the advertising technology ecosystem has had more. MediaMath took on an industry leadership role early on, as chair of the IAB Europe’s Working Group on Consent, to bring together advertisers, publishers and technology providers to develop effective compliance solutions for the entire digital marketing industry, the result of which was the IAB Europe Transparency and Consent Framework (‘the Framework’). The Framework has been designed to offer all players in the advertising ecosystem a transparent and auditable chain of communication surrounding the use and processing of consumer data. We encourage both advertisers and publishers to adopt the Framework for the benefit of themselves and Industry.
Many see 25 May as a finish line, but the reality is that the day the GDPR comes into force is just the start. Businesses will need to continue adapting as data protection authorities, courts, and consumer advocates begin weighing in on what the GDPR means to them. And no one should forget about the ePrivacy Regulation just around the corner. I suspect this paradigm shift in the way personal data is regulated is not confined to Europe, that we will see a rapidly evolving regulatory landscape around the globe. Whatever may come, MediaMath will be ready, and will have benefitted tremendously from the technology its partners and IAB Europe have helped develop.