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GDPR - changing the internet?

The goal of the GDPR is to provide a set of standardised data protection laws across all the member countries (and members of EFTA), as well as making it easier for EU citizens to understand and control how their data is being used.

The goals of the GDPR are good news for all the consumers in the EU, but it presents a number of challenges for businesses that are affected by the new rules. The biggest problem for companies is to get consent for their existing activities.

On the web, the technical capabilities have far exceeded the legislation that is set to control it. This has resulted in thousands of companies that have created businesses that will struggle to deliver their services in a legal and effective way after GDPR. I'm sure quite a few will pivot and transform their businesses successfully, but I'm fairly sure there will be a number of casualties as well.

There are a number of areas that will be very affected by the GDPR:

Personalization
In the last few years big data and personalization has been one of the hottest technologies in the marketplace. Many companies collected a lot of data on their customers to personalize (or even sell it) their services. With the GDPR, a lot of the data may need to be deleted or they need to get consent from their customers.

Remarketing/retargeting
Remarketing is the process of showing ads for visitors to your website on other websites. This is something that businesses will need to get consent from their users to do. How many users will say yes to that?

Personalized Advertising
Google and Facebook are two of the biggest companies doing personalized advertising. When you search for something on Google, the ads that are shown beside the search results is based on deep personalization. This will not be allowed without consent from the users. How many will say yes?

There are also a number of other sectors that will be affected. 

This also affects website owners in a big way. A number of Webnodes customers have ongoing projects to adjust their websites to ask for the consents they need. 

If you haven't started looking into GDPR, now is the time to start.

16.02.2018
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