The Impact of the General Data Protection Regulation (GDPR) on the Online Advertising Market PDF Download

Author: Klaus M Miller
Publisher: Bernd Skiera
ISBN: 9783982417301
Category :
Languages : en
Pages : 158

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Book Description
What will you learn from this book? Why and how the European General Data Protection Regulation (GDPR) impacts the online advertising market, particularly advertisers, publishers and users. How advertisers and publishers leverage users' personal data to pursue their goals. Which aspects of the GDPR are most relevant for advertisers, publishers and users. How complex it is to go through the process of obtaining user permission for personal data processing, and how IAB's Transparency and Consent Framework (TCF) intends to help. How many firms a publisher provides with access to its users' data, and how long it takes a user to respond to all permission requests. Which developments are taking place with regard to personal data processing, among players in the online advertising industry, as well as among regulators and consumer protection agencies. Who should read this book? Anyone interested in learning how and why the online advertising industry benefits from using personal data, and how the GDPR impacts this practice. Who wrote this book? The European Research Council provided Professor Skiera at Goethe University Frankfurt (Germany) with a substantial (ERC Advanced) research grant to examine the economic consequences of stronger restrictions on tracking technologies. Professor Skiera and his team pursued several empirical projects to demonstrate these consequences.

Author: Robert Kazemi
Publisher: tredition
ISBN: 3746947650
Category : Technology & Engineering
Languages : en
Pages : 332

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Book Description
The General Data Protection Regulation (GDPR) had already passed the EU Parliament in 2016 without any rejections or amendments. Since May 25, 2018, therefore, a new, uniform data protection law has been officially adopted in. The new regulation constitutes an effective instrument that will rapidly increase the need for consultation - both for medium-sized companies and large corporations. Benefit from this development as soon as possible by obtaining the work on the EU General Data Protection Regulation by Dr. Robert Kazemi to gain long-term competitive advantage for your business. This work offers you a condensed version of the new legal situation - including a comparison of the old and new legislation. You will receive comprehensive and immediately usable information on all content of the new law.

Author: Jiahong Chen
Publisher: Edward Elgar Publishing
ISBN: 1839108304
Category : Law
Languages : en
Pages : 232

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Book Description
This insightful book provides a timely review of the potential threats of advertising technologies, or adtech. It highlights the need to protect internet users not only from privacy risks, but also as consumers and citizens online dealing with a highly complex technological setting.

Author: Hanafizadeh, Payam
Publisher: IGI Global
ISBN: 1466608862
Category : Business & Economics
Languages : en
Pages : 249

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Book Description
"This book educates readers on how to meet online advertising and Internet marketing challenges for both present and future tactics"--Provided by publisher.

Author: Paul Voigt
Publisher: Springer
ISBN: 3319579592
Category : Law
Languages : en
Pages : 385

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Book Description
This book provides expert advice on the practical implementation of the European Union’s General Data Protection Regulation (GDPR) and systematically analyses its various provisions. Examples, tables, a checklist etc. showcase the practical consequences of the new legislation. The handbook examines the GDPR’s scope of application, the organizational and material requirements for data protection, the rights of data subjects, the role of the Supervisory Authorities, enforcement and fines under the GDPR, and national particularities. In addition, it supplies a brief outlook on the legal consequences for seminal data processing areas, such as Cloud Computing, Big Data and the Internet of Things.Adopted in 2016, the General Data Protection Regulation will come into force in May 2018. It provides for numerous new and intensified data protection obligations, as well as a significant increase in fines (up to 20 million euros). As a result, not only companies located within the European Union will have to change their approach to data security; due to the GDPR’s broad, transnational scope of application, it will affect numerous companies worldwide.

Author: Pengyuan Wang
Publisher:
ISBN:
Category :
Languages : en
Pages :

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Book Description
The protection of user personal data is increasingly important, as emphasized in the European Union (EU)'s General Data Protection Regulation (GDPR). GDPR, with its stricter requirements (e.g., consent) and broader territorial scope, is considered a role model for countries that are moving toward adopting privacy protection legislation, and may have profound impact on online advertising. One form of online advertising, native advertising, has been increasingly popular and is expected to gain more importance. We take advantage of an event created by a native ad publisher's request of GDPR-compliant explicit consent to data collection and ad personalization from the users with EU IP addresses, and empirically examine its early impact on native ads. We find that while the number of ad impressions is not affected significantly, there is a statistically significant decrease in the publisher's native ad revenue-per-impression among the users with EU IP addresses. The decrease is jointly affected by the decreases in revenue-per-click and click-through rates. The decrease in revenue-per-click is consistent with the decrease in ad bid price, which is further in line with the decrease in ad conversion rates. Moreover, we show that the decreases in ad metrics are attenuated for the advertisers of top brands.

Author: Avi Goldfarb
Publisher: University of Chicago Press
ISBN: 0226834085
Category : Business & Economics
Languages : en
Pages : 236

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Book Description
A foundational new collection examining the mechanics of privacy in the digital age. The falling costs of collecting, storing, and processing data have allowed firms and governments to improve their products and services, but have also created databases with detailed individual-level data that raise privacy concerns. This volume summarizes the research on the economics of privacy and identifies open questions on the value of privacy, the roles of property rights and markets for privacy and data, the relationship between privacy and inequality, and the political economy of privacy regulation. Several themes emerge across the chapters. One is that it may not be possible to solve privacy concerns by creating a market for the right to privacy, even if property rights are well-defined and transaction costs are low. Another is that it is difficult to measure and value the benefits of privacy, particularly when individuals have an intrinsic preference for privacy. Most previous attempts at valuation have focused only on quantifiable economic outcomes, such as innovation. Finally, defining privacy through an economic lens is challenging. The broader academic and legal literature includes many distinct definitions of privacy, and different definitions may be appropriate in different contexts. The chapters explore a variety of frameworks for examining these questions and provide a range of new perspectives on the role of economics research in understanding the benefits and costs of privacy and of data flows. As the digital economy continues to expand the scope of economic theory and research, The Economics of Privacy provides the most comprehensive survey to date of this field and its next steps.

Author: Mayfair Digital Agency
Publisher: Mayfair Digital Agency
ISBN:
Category : Business & Economics
Languages : en
Pages : 9

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Book Description
"Data Privacy and GDPR Compliance in Digital Marketing" is a comprehensive guide that delves into the crucial intersection of data privacy and the General Data Protection Regulation (GDPR) in the realm of digital marketing. The book provides a clear and concise overview of the fundamental principles and concepts surrounding data privacy, emphasizing their significance in the modern digital landscape. It explores the key provisions of the GDPR and their implications for marketers, detailing the rights and protections granted to individuals regarding their personal data. Furthermore, the book offers practical strategies and best practices for businesses to ensure GDPR compliance in their digital marketing endeavors. It covers various aspects such as consent management, data processing procedures, and the role of data protection officers. Additionally, the text addresses the potential consequences of non-compliance with the GDPR, highlighting the importance of adhering to these regulations to avoid hefty fines and reputational damage. Overall, "Data Privacy and GDPR Compliance in Digital Marketing" serves as an essential resource for marketers, business owners, and professionals seeking to navigate the complex landscape of data privacy laws while maintaining ethical and legally compliant digital marketing practices.

Author: Suzanne Dibble
Publisher: John Wiley & Sons
ISBN: 1119546176
Category : Business & Economics
Languages : en
Pages : 503

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Book Description
Don’t be afraid of the GDPR wolf! How can your business easily comply with the new data protection and privacy laws and avoid fines of up to $27M? GDPR For Dummies sets out in simple steps how small business owners can comply with the complex General Data Protection Regulations (GDPR). These regulations apply to all businesses established in the EU and to businesses established outside of the EU insofar as they process personal data about people within the EU. Inside, you’ll discover how GDPR applies to your business in the context of marketing, employment, providing your services, and using service providers. Learn how to avoid fines, regulatory investigations, customer complaints, and brand damage, while gaining a competitive advantage and increasing customer loyalty by putting privacy at the heart of your business. Find out what constitutes personal data and special category data Gain consent for online and offline marketing Put your Privacy Policy in place Report a data breach before being fined 79% of U.S. businesses haven’t figured out how they’ll report breaches in a timely fashion, provide customers the right to be forgotten, conduct privacy impact assessments, and more. If you are one of those businesses that hasn't put a plan in place, then GDPR For Dummies is for you.

Author: Ben Martin
Publisher: Edward Elgar Publishing
ISBN: 1035301873
Category : Law
Languages : en
Pages : 377

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Book Description
This book presents a step-by-step guide on how to build an effective GDPR compliance programme for your business and covers the crucial elements that businesses need to address. With particular focus on startups and scaleups, experienced data protection lawyer, Ben Martin, walks the reader through the various data protection requirements that early-stage businesses need to consider, and explains how these will develop through their growth phase.