The December Quality Circle, hosted at the Munich-based tech startup Usercentrics, was the perfect opportunity for students and experts alike to discuss the growing challenges for marketers in today’s increasingly data-driven environment.
With the enforcement of the EU General Data Protection Regulation (GDPR) in May 2018 and the new EU ePrivacy Regulation, the future of digital marketing rests on the cusp of change. At present, the usage of personal data is restricted and needs the consent of each user (e.g. in regard to cookies). However, personalised advertising is a new trend which relies on cookies and tracking to provide a more customised experience. As the debate of privacy versus personalisation continues to evolve, marketers and companies will be required to develop solutions that allow the continued use of personal data in a transparent and ethical manner in order to be effective.
As the leading Consent Management Platform (CMP), Usercentrics was the perfect host for the December Quality Circle. Usercentrics empowers companies to obtain, manage and document the consent of their users across platforms. Their goal? To help the world’s leading organizations implement a transparent Consent Management Platform and achieve GDPR compliance.