Page 52 - Payout Magazine Online Volume 8.7

ith both Facebook and Google getting slapped
wwith penalties and fines by the European Union
of late, a lot of press coverage has focused on the
new General Data Protection Regulation (GDPR),
GDPR and What which came into effect on 28 May 2018.

If you haven’t heard about it yet, consider yourself
late to the party, but whether you have heard about it
It Means for or not, it’s essential you know about the far-reaching
effects the GDPR may have on your business
operations.
Your Business what is the gdPr?

The GDPR has been created to protect the
online data and privacy of European citizens, but its
tendrils can reach all around the world and affect
any business which has so much as a toehold in
the EU. The GDPR stipulates strict guidelines for
companies and organizations which use and collect
data on website visitors. In case you are wondering,
the bar has been set high, and the penalties for non-
compliance are severe.
Outside of Europe, the GDPR will apply to
businesses which collect data based on goods and
services they supply to EU-based residents or any
monitoring that takes place for marketing purposes
within the EU. As you can see, the potential is there
for the GDPR to affect just about every AdTech
company the world over, regardless of the company’s
location.

The GDPR aims to enforce stronger data security
and privacy measures when it comes to collecting
and storing personal data, and it will affect not only
the data you receive in the future but the data you
already have stored on your server.

If your business has collected data in the past that
does not comply with the GDPR guidelines, then you
must either remove that data or implement measures
to obtain it in a GDPR compliant manner.
The GDPR covers the more obvious data recorded
against website visitors such as email addresses,
names, and contact details, but it also includes
provisions for other web data such as IP addresses,
locations, and cookies.

In a nutshell, the new conditions for data collection,
use, and storage state that it must be transparent,
that active consent must be given, and that any data
collected can only be used for the stated purpose
and stored in a safe and secure manner. Once the
specific purpose of use has expired, the data must
then be deleted.

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