Menu
EN

The EU will make its citizens aware of their personal data usage and change the whole adtech market

General Data Protection Regulation adopted in the European Union will come into force in May 2018 and will revolutionize the business of companies that collect and use the personal data of the EU citizens. First of all, these are adtech and martech providers, who use users’ data for ads targeting, personalization of promotions and offers, and research of consumer behavior, habits, demand.

This market expects some "quakes" - drop in companies’ market value, changes of users’ behaviour, mergers and acquisitions. Here are three most important aspects of innovation that will lead to such consequences.

1.The document establishes mechanisms of companies' responsibility for data and algorithms for acquiring users’ consent to its storage and processing. As a result, it will be illegal for any company regardless of jurisdiction to store data of an EU citizen or transfer it to any other company without a formal agreement with the data operator (the company that first received this data from a user); this agreement will contain restrictions on the use of the data. To circumvent restrictions one will need to obtain the users’ consent or in some cases to notify them on the way the data is used. The notification is to be delivered in simplest terms separately from other information.

The majority of martech firms won’t be able to meet these requirements, as they don’t directly interact with users. They receive data from websites and apps, that can communicate with their visitors. It is the nuance that can initiate the deals between media and advertising companies, that are about selling/buying.

The sites will become extremely reluctant to integrate third-party ad, analytical, marketing and other services in order to avoid violating of data protection legislation. It’s good for users, as their data won’t be filched and stolen by companies to resell and misuse it.

2.Users get the opportunity to have a look at the use of their data and track its way to the company that gathered it. Which means they can sue those who received data without their consent or with violations. Claims, courts, fines and other sanctions to violators are further to “color” the business landscape.

3.User behavior will change, as the new rules require companies to thoroughly inform people in simplest terms about the use of their data by anyone who has access to it, about possible risks, and rights that users have to regulate this process. In accordance with this regulation, users will get incomparably more information than before. For example, it would be necessary to explain:

  • who collects their data and hot to contact the representative of this company in the European Union;
  • what for this information is used and which laws permit it;
  • with whom will the company that gathered data share it;
  • will the data be obtained by a company outside the EU, and if so - does the European Commission believe that the data protection is secured in this country, how is data protection ensured in this situation;
  • the duration of storage, and how it is determined;
  • that users have right to alter the wrong data;
  • that users have the right to withdraw consent to use the data;
  • what are the consequences of refusal to give consent;
  • how to file a complaint on data processing to the supervisory authority;
  • if some automatic algorithm for decisions is used, for example, profiling - then what is its logic and what are the consequences of its application.

The new regulation requires companies to protect user data from leaks and thefts, and if such happen, to notify about them. Raising awareness about leaks and other risks will change the attitude of people to using their data - from concerns to fears. Now, most people prefer comfort and convenience to control over privacy, but this can also change.

For global players of the ad market, it will be easier to work with new rules with any audience, rather than sharing the data processing mechanisms of European users and residents of other countries. Therefore, the new law will affect not only the markets of the European Union.

We here at Adguard believe that these novelties protect interests of users and will be a predisposing factor. Users shall understand who uses their data and how to have influence. And not only understand but also take part in the management of information about themselves, taking away the right to use their data from those who misuses them or cares only about the own benefit.

Behavioral and socio-demographic data can now be used not only to target advertising but also, for example, to show different people different prices for the same product or service; as a result, someone will have to overpay. Profiling technologies can affect not only the cost of insurance or the conditions for granting a loan by a bank but also, for example, decisions of a potential employer. The consequences can be quite obnoxious if such solutions are based on incorrect or irrelevant data.

We do closely monitor the regulation of the data using in advertising and marketing, and also take these tendencies into account in the development of our products. Adguard has browsing security functionality, which extends to the options to control your data. Adguard aims to help users control information about themselves online, to understand who and why is tracking them and how can you manage this process and protect your interests.

Do you think your behavior on the web will change if you know exactly how commercial companies analyze it and use the acquired data?

Liked this post?
18,368 18368 user reviews
Excellent!

AdGuard for Windows

AdGuard for Windows is more than an ad blocker. It is a multipurpose tool that blocks ads, controls access to dangerous sites, speeds up page loading, and protects children from inappropriate content.
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard for Mac

AdGuard for Mac is a unique ad blocker designed with macOS in mind. In addition to protecting you from annoying ads in browsers and apps, it shields you from tracking, phishing, and fraud.
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard for Android

AdGuard for Android is a perfect solution for Android devices. Unlike most other ad blockers, AdGuard doesn't require root access and provides a wide range of app management options.
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard for iOS

The best iOS ad blocker for iPhone and iPad. AdGuard eliminates all kinds of ads in Safari, protects your privacy, and speeds up page loading. AdGuard for iOS ad-blocking technology ensures the highest quality filtering and allows you to use multiple filters at the same time
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard VPN

74 locations worldwide

Access to any content

Strong encryption

No-logging policy

Fastest connection

24/7 support

Try for free
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard Content Blocker

AdGuard Content Blocker will eliminate all kinds of ads in mobile browsers that support content blocker technology — namely, Samsung Internet and Yandex.Browser. While being more limited than AdGuard for Android, it is free, easy to install and still provides high ad blocking quality.
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard Browser Extension

AdGuard is the fastest and most lightweight ad blocking extension that effectively blocks all types of ads on all web pages! Choose AdGuard for the browser you use and get ad-free, fast and safe browsing.
18,368 18368 user reviews
Excellent!

AdGuard Assistant

A companion browser extension for AdGuard desktop apps. It offers an in-browser access to such features as custom element blocking, allowlisting a website or sending a report.
18,368 18368 user reviews
Excellent!

AdGuard DNS

AdGuard DNS is a foolproof way to block Internet ads that does not require installing any applications. It is easy to use, absolutely free, easily set up on any device, and provides you with minimal necessary functions to block ads, counters, malicious websites, and adult content.
18,368 18368 user reviews
Excellent!

AdGuard Home

AdGuard Home is a network-wide software for blocking ads & tracking. After you set it up, it’ll cover ALL your home devices, and you don’t need any client-side software for that. With the rise of Internet-Of-Things and connected devices, it becomes more and more important to be able to control your whole network.
18,368 18368 user reviews
Excellent!

AdGuard Pro for iOS

AdGuard Pro has much to offer on top of the excellent iOS ad blocking in Safari already known to the users of the regular version. By providing access to custom DNS settings, the app allows you to block ads, protect your kids from adult content online, and safeguard your personal data from theft.
By downloading the program you accept the terms of the License agreement
Read more
18,368 18368 user reviews
Excellent!

AdGuard for Safari

Ad blocking extensions for Safari are having hard time since Apple started to force everyone to use the new SDK. AdGuard extension is supposed to bring back the high quality ad blocking back to Safari.
18,368 18368 user reviews
Excellent!

AdGuard Temp Mail

A free temporary email address generator that keeps you anonymous and protects your privacy. No spam in your main inbox!
18,368 18368 user reviews
Excellent!

AdGuard for Android TV

AdGuard for Android TV is the only app that blocks ads, guards your privacy, and acts as a firewall for your Smart TV. Get warnings about web threats, use secure DNS, and benefit from encrypted traffic. Relax and dive into your favorite shows with top-notch security and zero ads!
Downloading AdGuard To install AdGuard, click the file indicated by the arrow Select "Open" and click "OK", then wait for the file to be downloaded. In the opened window, drag the AdGuard icon to the "Applications" folder. Thank you for choosing AdGuard! Select "Open" and click "OK", then wait for the file to be downloaded. In the opened window, click "Install". Thank you for choosing AdGuard!
Install AdGuard on your mobile device