Ad industry needs a new regulatory model

New Ideas in MarketingEssential news for marketers, summarised by YouGov
February 16, 2021, 10:16 AM UTC

Existing regulations like GDPR and CCPA have failed to enable consumers being the sovereign controllers of their personal information. 

Both GDPR and CCPA have failed to enable customers to understand how their data is collected, stored and used. Due to the ad ecosystem’s complexity, consumers cannot exercise their rights under existing data privacy norms. 

Every player in the ad ecosystem has a technology or algorithm that provides its users with a competitive edge. But, the lack of access to such technologies makes it challenging for advertisers to align with existing regulations. 

The advertising industry needs a regulatory model that obligates all ecosystem parties to protect the consumer and does not burden advertisers exclusively. The regulatory model should put more companies on the compliance hook, and not just advertisers, to protect consumers’ right to data privacy. 

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