Technology is the key to adapting advertising to European privacy laws

There has been an interesting meeting this Thursday in Bilbao that shed some light on the uncertainty caused by the recent resolutions of the European Union data protection authorities regarding the privacy of internet users in the advertising sector.

In the Conference “Digital Advertising and Privacy: Towards a more responsible model with the user” organized by the Mediasal agency, part of the Densu group, and the firm Ecija Abogados, three prominent experts have participated who have coincidently pointed out the use of technology as the main key to adapt advertisers’ advertising to European regulations.

In 2018, the General Data Protection Regulation (RGPD) came into effect in our country, requiring users to give explicit consent to the transfer of their data, and third-party cookies are about to disappear. Many advertisers and agencies have questions: What alternatives do we have to identify users without using third-party cookies? In what ways will this change affect personalization of advertising? How can I comply with current regulations and avoid sanctions or reputational damage?

She explained how Google Ads operates in a digital privacy ecosystem and why it’s important to respect user privacy. “Google Spain is adapting its products and solutions to make sure that the digital marketing ecosystem keeps going” and said “respecting user privacy and developing marketing strategies that meet business objectives don’t have to go against each other: thanks to technology, we can do both”.

We’re creating a more user-friendly advertising and marketing model at Dentsu, according to Juanma Elices, Dentsu Solutions Director. It’s the communication group, he said, that knows today’s and tomorrow’s consumers best. DENSU says that “privacy must transform the way we do marketing so the user stops being a victim of changes and becomes a protagonist in sustainable solutions to new regulatory challenges, where the customer experience is essential to business success.”

For her part, Mar*a González Moreno, Social Partner of Privacy and IT Compliance at Ecija, explained where we’re at: “Users want to be respected and protected, and they ask for it, which is a fundamental right that gets incorporated into current regulations and applied to both personal data protection and info society regulation”. As a result of a constantly evolving regulatory framework, which tries to keep pace with technology’s unstoppable development and the new options it gives us, “it’s crucial to find a balance between business development (regardless of the sector), maximizing the power of technology in marketing and advertising, but within a framework that respects, protects and conforms to users’ rights”

Mediasal’s Javier Fernández Pea moderated the meeting in the Azkuna Zentroa in the Biscayan capital in a room with full capacity signs.