Good morning, {FirstName}, ready for a GDPR download to bring you back from the long weekend?  

Google’s programmatic Ad Exchange is under fire in Ireland for possibly exposing personal data in violation of the General Data Protection Regulation (GDPR). The investigation was reportedly launched last week by the Irish Data Protection Commission (DPC) after a formal complaint was filed by Brave’s Chief Privacy Officer Johnny Ryan back in September of last year.

Ryan told us in an interview that the programmatic ecosystem is inherently in violation of GDPR requirements due to the nature of how ad tech companies manage and share user data in real-time bidding environments.

The investigation shines a light on the cracks that already exist – and will continue to surface – in the privacy framework as a whole. Given that it’s still in its early stages, we won’t know how big of an impact the investigation will have until much later on.  

Regardless, marketers will bear the responsibility of GDPR compliance and violations. Ryan said, “Marketers are now controllers, even when they do not realize that they are. This exposes them to legal hazards, and will ultimately cause them to be more careful about the targeting that is used in their campaigns.”

With CCPA on its way in the U.S. digital landscape, marketers and martech vendors alike are taking note and focusing more on experiences – rather than data alone.

The challenge, however, comes as marketers struggle to deliver on experiences and expectations simultaneously with a gap in available data. “When we look at the experience economy, organizations will find it hard to compete on product and pricing – the traditional methods of competing – they will instead have to compete with the experience level,” says Ben Jackson, general manager of SAP’s Customer Data Cloud.

In other news, Roku has launched a new tool for OTT advertisers dubbed Activation Insights. The tool is designed to compare the reach of linear TV ads with the potential reach of campaigns activated on Roku’s streaming platform. Advertisers will be able to use the tool to help close the gap between linear vs. streaming audiences and create more efficient ad spend budgets.

There’s more to soak up below, including how to take smart risks while staying true to your market, and our own list of curated reads to get you back in your marketing groove.

Taylor Peterson,
Deputy Editor

 
 
 
Pro Tip
 

Here’s how to target adjacent markets with smart risk-taking

“Marketing to new adjacencies successfully means staying true to your core market while taking calculated risks,” explains Ben Gibson of Nutanix. “One way to ensure you don’t lose sight of your original consumer market is to target just one new market at a time. Focusing on only one at first will enable you to provide ample resources. Successfully branching out into adjacent markets might mean making uncomfortable strategy shifts at first, but these changes will lead to the expansion of your core business. As long as you complete the transition to a new adjacency thoughtfully, your organization will reap the benefits.”

Read More »

 

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On the Move
 

Snap hires its first VP of diversity and inclusion

Oona King has joined Snap as the social media app’s first VP of diversity and inclusion. She will report to the company’s chief people officer Lara Sweet who sent an internal memo to Snap employees announcing the new hire. “We’re so excited to have Oona join us, to help us build diversity and inclusion into everything we do – from how we build teams, to how we create products and content,” wrote Sweet. Prior to joining Snap, King served as the director of diversity strategy at Google.

iHeartMedia has named Kareem Chin senior VP and head of investor relations. He will manage the company’s relationships with the investor community and report to iHeartMedia president Rich Bressler. “Kareem is both well-known and well respected in the investment and media communities, which makes him the perfect person to work with both our new shareholders and the equity analysts who will now cover us,” said Bressler. Chin comes to iHeartMedia after three years as Viacom’s VP of investor relations.

The public relations organization Konnect Agency has added Lauren Newhouse to its team of directors. She will oversee client strategy and be primarily focused on the agency’s food and beverage division, managing a staff of account managers and supervisors. “Lauren is a strong addition to our current team of directors, and we are confident that she will greatly contribute to the continued prosperity of the agency,” said Konnect CEO Sabina Gault. The public relations agency is headquartered in LA and has offices in Austin, Texas, New York, and Denver, CO.

 
What we're reading
 

We've curated our picks from across the web so you can retire your feed reader

‘Digital has its limitations’: DTC brands are testing direct mail – Digiday

The exec behind *that* Gillette ad says brands have a responsibility to challenge toxic  – Quartz

The Bonds Run Deep For Audiences And Media Companies That Follow Them Across Channels – AdExchanger

Twitter Is Showing More Ads, And People Are Seeing Lots Of Weird Crap As A Result – BuzzFeed

Why Would Anyone Believe Your Brand? – CMS Wire

Facebook plans to launch ‘GlobalCoin’ currency in 2020 – BBC

12 Awesome Video Tools for Content Marketers – Content Marketing Institute