IS GDPR A STONE IN THE AI SHOE? |
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We all hear the rumble of AI and the potential to change the adtech ecosystem and indeed the marketing communication with consumers. The Drum gives an example: "For instance, AI may learn that your brand performs best on Android users in urban settings in the evening hours on content related to food and sports, then automatically adjust the programmatic buying filters to focus spend on those users." But is it too early to full-on praise AI ad effectiveness? GDPR concerns are growing among some EU regulators and for now, it's a bit of a jungle of pros and cons. We bring you a few of the messages as food for thought. |
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PRIVACY TEAM NEEDED Alexander Hanff, a member of the European Data Protection Board's pool of experts, says the OpenAI absence of an opt-in principle in the data sharing "clearly violates GDPR, but also Consumer Protection Law in the EU. A unilateral right of one party to use your data without your consent is not equitable or fair." Hanff suggests that OpenAI invests in a privacy team with fact-checkers and appoints someone to address the ethical concerns. |
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ITALIAN CHATBOT CONCERNS The Italian privacy regulator has ordered the AI chatbot Replika to stop processing data on citizens after breaking GDPR rules. The app doesn’t comply with transparency requirements, and it processes the personal data of children. San Francisco-based developer Luka has been ordered to cease processing Italians’ data or risk a fine of up to €20M or 4% of company turnover. |
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QUALITY PARTNERSHIPS WITH ETHICAL DATA SOURCES "Data and programmatic are increasingly significant to marketers and we're proud to collaborate with industry-respected partners who collect data for marketing purposes in an ethical and transparent way. We work closely to give advertisers, agencies, and publishers easy access to future-proof consumer research in order to respectfully reach their audiences with well-targeted ads.", says our Global Partnerships Director Göran Eklöf. Reach Göran: goran.eklof@idfree.com |
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TRUE ONLINE OMNICHANNEL "We have chosen to use the IDFree.com targeting platform because of the true omnichannel solution. It helps us as a professional business partner who understands, creates, and places engaging advertising products." - Nina Hølke CEO, KoOgCo Read in full |
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P&G: AI IMPROVE ADVERTISING A different view on AI comes from one of the industry heavy-weights; Procter & Gamble. To Marketing Dive, P&G brand chief Marc Pritchard says that AI algorithms are improving ad effectiveness. P&G claims this approach is cheaper and more efficient than traditional ad-testing methods. Note, that P&G sees AI fit particularly well with a push of first-party data. |
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ABOUT IDFREE.COM idfree.com is an open platform that accepts privacy-safe CRM data as well as enables users to combine more than 300 consumer variables into unique audiences. |
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