Page 2 - AeM_May_2018

Welcome to

Dear Reader,
This month, the General Data Protection Regulation (GDPR) entered into force in Europe, calling on
companies that collect or process personal data to oblige more than before to proper documentation of
relevant data processing operations and to ensure compliance with data protection law.
"No more marketing without data" is an often-repeated mantra in the digital economy, since data is an
elementary driver of digital business models and marketing. The much-used term “data-driven
marketing” already implies it, referring to the fact that customer-centered marketing measures and
services are no longer possible without the use of personal data.
With the implementation of the legislative requirements of the GDPR, however, the processing of
personal data by the marketing departments is made much more difficult. Now, companies are forced
to take appropriate technical and organizational measures to minimize the risk to the rights and
freedoms of individuals.
In the wake of the recent Facebook scandal or America’s CLOUD Act, it is indeed great to see a
change. Tech companies like Fysical and Streamr, AllRites or Rappier already started to put
consumers back in control of their data by provide transparent and compliant exchange of physical
world data on the blockchain.
Read more on these groundbreaking companies from Southeast Asia that work inexorably on a win-
win for all parties involved in digital media, marketing and data protection.
Enjoy reading Asian eMarketing!
Best regards,

Daniela La Marca
Editor-in-Chief, Asian eMarketing

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2 May 2018 - Cyber-security & Data Protection