Page 6 - AeM_May_2018

RESEARCH, ANALYSIS & TRENDS

Meet the e-privacy regulations

with login alliances

If you want to find out how to manage tracking users an important role and therefore might want to consider
despite e-privacy regulation and to bypass the new alternative ways to continue business operations, like
hurdles, keep reading. data or log-in alliances.

Regulations of the e-privacy act(s) Leading companies already have been active and
reacted to the new regulations by creating a
I guess we all agree that digital advertising works the transparent and secure digital standard, the single sign-
best, the more it is tailored to the user. So far, the on. With such a cross-platform log-in process, a vendor
industry has managed this successfully through opt-out asks for registration and credentials, such as name and
solutions and the pseudonymization of data. The ‘e- password, and upon request, the user can
privacy regulation’, however, removes the legitimacy of subsequently access the applications of all participating
this process which comes into force on May 25 with the Internet services, manage his own data via a privacy
General Data Protection Regulation (GDPR). Both center, and decide individually how the data can be
regulations are designed to protect the rights and data of used. In addition, data will only be shared between
consumers in electronic communications, whereby the e- services and providers upon users’ explicit consent.
privacy regulation supplements and substantiates the
standards of the GDPR. So far, several log-in alliances have been established
that want to provide users with secure and independent
Consequences for user tracking offers from international providers, which includes big
players, such as e.g. Allianz or Daimler, and log-in
The new regulations limit the user tracking with which alliances are initiated via mergers.
website operators and online marketers were able to
generate relevant information about the buying behavior Benefits of identity platforms
and the reach of their user groups. In the future,
providers in Europe will only be able to track users with The advantage of log-In alliances is that they do not
the help of cookies, if the user explicitly agrees to each require users to re-enter or manage their data for each
individual data usage within strict opt-in procedures. The service, besides using a solution that complies with the
responsibility to prove this approval at any time lies with law. The once assigned password can also be renewed
the provider or site operator, making target group- more easily at regular intervals. Users receive
specific addressing much more difficult. Besides, personalized content that eventually interests them and
although it is formally allowed to measure and evaluate get to know new internet service providers. And if many
reach, data must not be attributed to individual users, be companies and partners engage in log-in alliance
linked through different pages, or be accessible by third offerings, it not only increases the reach of the
parties. platforms, but also customer value - not only does it
make the ordering process easier; the user can even
Login alliances in response to the new regulations still access the offer if he has not given his consent to
the opt-in procedure. Meeting today’s privacy
The fact is that many companies are working with regulations with login alliances could really be a smart
business models where the evaluation of user data plays solution. ◊

By Daniela La Marca
6 May 2018 - Cyber-security & Data Protection