The GDPR (General Data Protection Regulation) comes into effect in May 2018, and the new regulations will have implications for digital media since consumers need to be re-informed about what data is being collected on them. And, according to Rickard Lawson, head of publisher relations at Strossle, this might actually increase the importance of native advertising.
Below are highlights from his interview with the Native Advertising Institute, which have been slightly edited for clarity.
The new regulations that are coming into play — not only in Europe but most significantly for us here in Europe — the GDPR and the new ePrivacy Directive, will have a massive impact on how we use consumer data to deliver a message.
At the moment, we’ve structured a (USD) 200 billion dollar data brokering industry. And that industry has not been about the consumers.
The consumers have been cut completely out of that value chain. And I think those regulations will try to deliver some of that control back to consumers. That’s the way it has to go. It has to be about the consumers.
With the new regulations, we’re gonna have to have a much more granular consent. We’re gonna have to ask for the permission to speak to consumers. But we have to be very upfront about what we’re asking for.
Currently with the state of the cookies that we’re seeing today — you know you put a big fat cookie on the page and people don’t read it, they just click OK — means that consumers are misinformed about what happens with their data.
So the change here now is that you as a consumer will have much more information about where and what your data is being used for. And it’s going to make it increasingly hard to get consent because people will be much more informed and much more critical about what they’re actually saying yes to.
So for brands, the big impact is that you are going to have to offer something of value to consumers for them to give their consent. And that something of value has to be something more than an ad.
That’s where the true value of native advertising comes into play. Because you can actually demonstrate how you as a brand, as an expert, have insight that will actually improve people’s lives.
If you can communicate that, you’re going to get that consent.
Rickard Lawson predicts the future of native advertising in the ebook “36 Predictions for Native Advertising in 2018” – Download now
More like this
Native advertising is gaining ground and favour among advertising campaigns, making up a growing part of overall revenue. These gains are expected to continue over the next three years as fully integrated advertising campaigns continue their onward ascent.17th Dec 2018 Insight News
View and download the speaker presentations from the FIPP Insider in London, 12 December 2018.17th Dec 2018 Insight News
A UK collaboration between Dennis, Immediate, Bauer and Haymarket has picked up the top award at the 2018 FIPP Insight Awards presented at FIPP Insider London on 12 December 2018. Gold award winners included Sanoma Media Netherlands, MPA - the US Association of Magazine Media and Magnetic, UK.12th Dec 2018 Insight News
This year has seen a dramatic increase in the financial importance of native advertising. For the third year in a row, we’re proud to present the findings of our annual global study, in cooperation with the Native Advertising Institute covering native advertising trends in the magazine industry.5th Dec 2018 Insight News
From titles changing hands at accelerating speed as media companies race to consolidate and capture larger audiences within their focus markets, innovating to adapt to the demands of new platforms and diving into AI - these were some of the major publishing industry trends identified by by James Hewes, president and CEO of FIPP at the FIPP Insider event in London today.12th Dec 2018 Features
Following what judges described as the most competitive year since FIPP and UPM’s Rising Stars Awards started in 2015, the Rising Stars winners were announced last night at the FIPP Insider event in London. In addition, three companies were awarded for the high standard of their entries this year.13th Dec 2018 Rising Stars
The last decade has been a fascinating one for women's mainstream media. Established titles have undertaken the shift from print to digital and in some instances have pioneered new ways of engaging their audiences.10th Dec 2018 Features
Vogue’s third Fashion Festival in Paris was a showcase of how the title not only monetises from events but also boosts brand awareness.10th Dec 2018 Features
In the year since new CEO Dan Hickey helmed suburban Milwaukee-based Kalmbach Media, he has been focused on the rapid transformation of the company from a traditional print publisher into a provider of high-quality media and related services for modern enthusiast audiences.10th Dec 2018 Features
Visit our Youtube channelFIND OUT MORE
FIPP newsletters allow you to keep up with industry trends, research, training and events across the worldFIND OUT MORE
What’s happening now, what’s coming next