The new General Data Protection Regulation (GDPR) has been in place since 25 May 2018. We took the opportunity to interview five industry experts and Webtrekk representatives on GDPR. The interviews in German can be found on our YouTube channel.
Here are some of the most exciting insights in a short video:
You can also read this video here:
Do companies need an opt-in or opt-out to use Google Analytics?
Dr. Jana Moser (DATAREALITY): As far as Google Analytics is concerned, many people are currently not asking for an opt-in, which I find rather difficult from a data protection perspective because the data protection authorities actually regard Google's services – especially as a US company with a third country transfer – as critical.
Google Analytics itself as a pure analytics function can be easily combined with Google Adsense and other Google services, so that we may have a comprehensive profiling of users across platforms and therefore the legally secure option here would certainly be to obtain an opt-in.
What are the differences between First-Party- and Third-Party-Data?
Mischa Rürup (Usercentrics): The law distinguishes between first- and third-party-data and speaks of a legitimate interest. Of course, it is in the legitimate interest of a shop to remember the shopping basket, for example, or to carry out a collection on large orders – and in this area, of course, first-party-cookies must also be sorted in. This means that if such technologies on the website have the purpose of carrying out their own services, they should also be hosted in the customer's domain and not in third-party-cookies. This is a development that is now continuing. This means that browsers are increasingly supporting the Do Not Track standard to block third-party-cookies and we think that the number of browsers that will not allow third party tracking will increase sharply – especially in relation to ePrivacy Directive 2019-2020.
To what extent do the business goals between the major platforms such as Facebook or Google and the companies coincide?
Christian Sauer (Webtrekk): This is an exciting question, because the business goals of companies do not always coincide with the large platforms. This is due to the fact that KPI-driven marketing generally prefers quick results rather than brand building, as was the case in the past, when TV campaigns were used to build a brand and then used as a basis for sales campaigns. In the meantime, everything is KPI-driven and the conversion rate has to be high. And then marketers rather prefer to add a keychain. That's why I believe it's important to invest long term in customers and not just listen to the metrics and not just rely on the platform, but also let experienced marketers get started.
The GDPR is necessary, but should not be feared — especially in Germany. Let's break it down.
This blog post looks at some actual GDPR text to see exactly what is (and isn't) about to change. Read it now.