On Tuesday, March 6th, professionals from across the marketing industry gathered in London for our second breakfast briefing. After the success of our first breakfast event, The Future of TV back in November 2017, we decided to host another in-depth informational session, this time on the looming General Data Protection Regulation (GDPR). The session focused firmly on how marketing professionals can prepare for the changes GDPR will bring about starting in May of this year.
Attendees from brands, agencies, and tech partners alike gathered at the trendy Hospital Club in Central London as our own legal Counsel Zareena Javed was joined by Nina Barakzai, Group Head of Privacy & Data Protection at Sky, Jonathan Carter, Head of Strategy & Privacy from Acxiom, and Dino Myers-Lamptey, UK Managing Director from MediaHub on our panel debate.
Moderator Yves Schwartzbart, Head of Policy and Regulatory Affairs at the IAB, kicked off the session with a definition of what GDPR is and how it will affect marketing practices after May 25 when it becomes enforceable. Under Chatham House Rules, our expert panelists dived into how they’ve been preparing for the changes in law, how marketing professionals can adapt their data strategy and use it to their advantage, and where they think the industry will be in both six months’ time and five years’ time. A mixture of backgrounds from every angle of the industry—the media buyer, the tech vendor, the 1st-party data and 3rd-party data perspectives made for a lively and compelling discussion.
The overall consensus was that GDPR should be viewed as an opportunity rather than a threat. All parties in the industry should come together to agree on a data strategy that works for everybody—most importantly, for the consumer. Educating the consumer about what data exists about them, how it’s used, and the value exchange involved in their digital activity will eventually lead to a better environment not just for the consumer themselves, but also better quality data for the companies that control and process it.
If you’re looking for advice on how to transform your data strategy post-GDPR, check out our GDPR Playbook to help you on your way.