By Samantha Merlivat, Analyst
The GDPR deadline of 25 May 2018 marks a period of great reckoning for data-driven marketing in Europe. The question marketers ask most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under GDPR? But often, with this regulation, the question is not whether you can or cannot pursue an activity, it is whether your organization is managing its data in such a way that it will be allowed to continue carrying out the activity.
In practice, GDPR impacts digital marketing and advertising in slightly different ways. If most marketing activities today (such as, email, postal mail, SMS, etc.) already rely on some form of opt-in, digital advertising lives in a grey area where the need for consent is very much dependent on the type of activity/processing the marketing organization wants to carry out.
Consent is often misunderstood
Article source: https://www.forbes.com/sites/forrester/2017/12/12/digital-advertising-and-marketing-under-gdpr-a-question-of-how-not-if/
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