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GDPR will pop the adtech bubble
By Thom Holwerda on 2018-05-14 19:52:31

"Sunrise day" for the GDPR is 25 May. That's when the EU can start smacking fines on violators.

Simply put, your site or service is a violator if it extracts or processes personal data without personal permission. Real permission, that is. You know, where you specifically say "Hell yeah, I wanna be tracked everywhere."

Of course what I just said greatly simplifies what the GDPR actually utters, in bureaucratic legalese. The GDPR is also full of loopholes only snakes can thread; but the spirit of the law is clear, and the snakes will be easy to shame, even if they don't get fined. (And legitimate interest - an actual loophole in the GDPR, may prove hard to claim.)

Toward the aftermath, the main question is What will be left of advertising - and what it supports - after the adtech bubble pops?

I'm skeptical of the GDPR actually changing anything, but who knows.

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Read Comments: 1-10 -- 11-16
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Revolutionary times
By b00gie on 2018-05-15 03:47:04
IT'S A BLAST YOU PEOPLE
It's going to change everything!

As much EU's "battle" with MS about internet explorer!
Can't wait!
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RE: Permission
By yoshi314@gmail.com on 2018-05-15 06:41:35
either that or no service at all.

or the companies will track them anyway.
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EU
By romma on 2018-05-15 09:10:29
I'm still wondering that the EU is, actually.

Or rather, what's driving it. What's the level of thinking of the people driving the project?

Is it like, a socially conscious, authoritarian, unification, to bring all peoples into a common harmonious existence, with better human rights, and protections in the workplace, and better social nets?

Or is it like, a device for corporate interests to set the rules at a supra-national level, forcing countries to open their borders, migrate the workforce around, etc. as a way to provide cheap labour to compete against China and USA?

Some say the reason the EU is so keen on these sorts of laws which look like they are meant to protect people, is because the EU wants to create the impression that it is a force for the people and a force for good, so that people will feel that the EU is a better place, and thus weaken the usual feeling of national pride, and identity, in one's own country.

And, crucially, the various rules also serve various corporate interests, by protecting certain ventures, and so on. Stuff we would probably think was moronic if Trump did it (not that I like Trump, he's gross), yet seems all "egalitarian" when done in the EU, at the expense of say, African farmers.

So.... with that vague ramble as a context, is the GDPR a good thing, and will it work? I'm sure everyone whose business it is to follow regulations and appear in compliance, will take proper action. But the bigger players will use it as just another device to help them win various games.

There is a broad drive to privatise health care (there are simply too many sick people, chronically sick people, running up huge bills in the last years of life, and they are bankrupting nations) so it is a huge opportunity for it all to be privatised, out of "necessity". And something like GDPR may well be useful for blocking some companies whilst giving access to others.

Anyway, long speculative rant over.
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RE[2]: Permission
By darknexus on 2018-05-15 16:27:41
They said this very same thing with the "cookie law" too. How well has that worked? Our choices are to accept cookies or take a hike.
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Big fan of GDPR here
By Sodki on 2018-05-15 21:05:58
I am actually a big fan of GDPR. As far as user data protections go, it's way up there. It comes to unify laws and create enforceable mechanisms so that companies are forced to do the right thing. And it's not only related to user data, it deals with security issues as well. Companies need to start paying real attention to the security of their systems, including patching, or they risk huge fines.

GDPR protects users, not companies. That's important.
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RE: Ads are a scam anyway
By zima on 2018-05-17 23:23:30
> Online advertising is garbage that noone actually pays attention to.
Google seems to be doing rather well financially so evidently some notable number of poeple does pay attention to it...
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