Brexit and GDPR: Changes Advertisers Should Brace For

Brexit and GDPR: Changes Advertisers Should Brace For

While the United Kingdom officially withdrew from the European Union (EU) on the 31st of January 2020, some changes in the rulings are yet to be finalized. For advertisers, the primary concern of Brexit is the General Data Protection Regulation (GDPR) that has transformed the course of marketing as it highly depended on data.

One concern is how data flow restriction from the EU to the UK can happen. However, as the Commission has adopted adequacy decisions, personal data can now continue to flow freely based on the adequate implementation of the EU-UK Trade and Cooperation Agreement. However, the decision is covered by a sunset clause, which will need to undergo review after four years.

Effects of the Brexit and GDPR Restrictions

As you know, the use of personalized data to generate leads, enhance sales, and improve the overall customer experience has been the go-to of many marketers. With the GDPR in place, marketers needed to double up their efforts to access and use the appropriate data.

As more details about Brexit come to the surface, more and more advertisers are concerned about the changes it will bring. Many believe Britain will be more aggressive in moving away from the European data protection regulations as it tries to institute changes.

GDPR compliance has become a necessity. Those who fail to comply can be subjected to pay fines of up to €20 million or 4% of their global turnover.
Since the GDPR has an extraterritorial effect, all EU and non-EU countries with EU citizens as customers are affected. It may seem like not many changes would be happening even after Brexit.

Scrapping Cookie Pop-Ups

In a recent interview, Culture Secretary Oliver Dowden expressed that they consider removing the cookie pop-ups and consent requests. He said, “Now that we have left the EU I’m determined to seize the opportunity by developing a world-leading data policy that will deliver a Brexit dividend for individuals and businesses across the UK.” Dowden hinted that they are in the process of reforming their own data laws based on data-driven growth and innovation.

The goal is to encourage startups and small firms to focus on their growth rather than being too careful about the regulation.

With new UK-initiated regulation, the ad tech space may need to change. If you can recall, Google has announced early this year that third-party cookie depreciation will not happen in Chrome if they cannot secure a go signal from the Information Commissioner’s Office (ICO) and the Competition and Markets Authority (CMA), which are two of the consumer privacy and antitrust regulatory agencies in the UK. This means that if the UK government were more lenient in using third-party cookies, it would be entirely possible for publishers to leverage targeted advertising.

When this happens, many marketers and publishers can breathe a sigh of relief as they can focus their resources on more important ventures, such as investing in improving their monetization strategies. For now, both advertisers and publishers can focus on other methods of monetization. Connect with us and learn how we can help you improve your monetization strategies.



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Pranav Kataria

Associate Director, Programmatic Strategy

As the Associate Director of Programmatic Strategy, Pranav brings over 8 years of experience in the adtech industry working with Publishers, DSPs, Agencies, and Advertisers from global regions to improve their monetization, performance, and strategies. With great understanding of the mobile market, his expertise lies in analytics, account management, strategy, and ad sales. With this refined skill set, he brings customer-centric mindfulness that enables growth and innovation.

Before joining AlgoriX, his keen business perspective and skills have earned him opportunities to work across different organizations and verticals in the advertising ecosystem; be it improving the processes, sales enablement, and managing client relationships.

Ray Xia

VP, AlgoriX Partner Studio

Ray Xia was a mainstay at Tencent Games, having worked at the company for 13 years. There, he took on various roles including backend developer, application development manager, and game producer. During this time, he actively participated in the development and operation of popular titles such as QQ Pet, QQ Pet Fight, and games involving the Naruto franchise. To date, these games have over 10 million daily active users. Through this rich well of experience he has accumulated covering all aspects of game development and operation, he aims to spearhead more creative endeavors via AlgoriX Studios.

Naomi Li

VP, Research and Development

Naomi Li has a decade’s worth of experience in research and development for the adtech industry. She started her career at Baidu where she was mainly responsible for the Automation Testing of the Baidu Fengchao Ad Search Engine. There, she focused on the fields of overlapping experiment infrastructure, rich media ads rendering, and ad antispam technology. Moreover, as part of Baidu’s International Group, she led the research and development of various monetization and advertising mechanisms for Baidu’s overseas app store, SDK, and AdNetwork. At present, she is responsible for the overall direction of AlgoriX’s R&D efforts, which include product planning, technical architecture design, and talent training.

Frederic Liow

SVP, Revenue Growth & Strategy

A veteran in the digital advertising industry, he began his career during the early days of the dotcom era. To date, his passion for the digital industry is still as strong as ever (and getting even stronger). Spanning twenty years of his digital career, he has worked for leading companies like Nielsen, MRM McCann, Omnicom Media Group, Millward Brown and Smaato. Currently, Frederic is the revenue officer for AlgoriX spearheading global revenue growth, business expansion and strategic partnerships. He has set up and built AlgoriX’s global mobile ad exchange, hiring talents, establishing best practices, and injecting global industry standards into the company. Prior to his current role, he was the Head of Demand for Smaato, overseeing the demand business and operations in APAC. Frederic is currently based in our Singapore HQ.

Xinxiao Guo

Chief Operation Officer

Equipped with a decade’s worth of experience in global product operation as well as a deep understanding of emerging markets, Xinxiao brings her expertise in mobile traffic monetization and programmatic advertising to the table. Before her role at AlgoriX, she was a core member of iQIYI’s research and development unit. After that, she moved to Baidu as Head of Programmatic Advertising.

At present, she is AlgoriX’s co-founder and Chief Operation Officer. Together with the team, she aims to help game developers effectively reach global audiences and implement better monetization strategies.

Ruiz Xie

Chief Executive Officer

With nearly 20 years of business experience, Ruiz Xie founded AlgoriX with the vision of creating a global advertising platform and entertainment ecosystem. Through AlgoriX’s services, he aims to create a more inclusive tech ecosystem by providing customized solutions that meet the needs of businesses at every stage. At the same time, through AlgoriX Studios and its third-party partner studios, the company is currently bringing to life a greater goal of providing a comprehensive entertainment platform for people worldwide, which covers games, IP, comics, movies, and more. At present, he leads nearly a hundred employees with concrete plans to expand the company by establishing more offices worldwide.

Before founding AlgoriX, Ruiz Xie joined CoreMail in 2002. There, he created the first Ajax version of the mailbox in China for NetEase, which was the largest Internet company in China at the time. After that, he joined Tencent in 2005 and contributed to the creation of Tencent Games while also building a large scale distributed storage system. In 2013, he moved to Baidu where he took part in developing Baidu International’s overall architecture and search advertising system. During his tenure, he was also the Chairman of the Baidu Global Technical Committee and Baidu’s chief architect.