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GDPR: What future for first, second and third-party data

Published by Econsultancy on May 15, 2018.

GDPR will impact the data and marketing industries in numerous ways. The use of First, Second, and Third-party data is among the most interesting areas to be affected. Below is an excerpt of an article on the topic from Econsultancy.

The GDPR goes into effect in less than two weeks and while many companies are focused on executing their compliance strategies, it’s not too early to start thinking about the future of data in a post-GDPR world.

Here are how first, second and third-party data will likely be affected by the game-changing regulation.

Third-party data – too big to fail?

The fate of third-party data is perhaps one of the most debated GDRP topics. While many believe that third-party data has become so ingrained in the digital marketing ecosystem that it’s effectively too big to fail, many others believe it will be the biggest victim of the GDPR, especially in light of the fact that post-Cambridge Analytica, the market for third-party data is already facing headwinds.

To be sure, it’s not entirely clear how successful companies will be in gaining the explicit consent necessary to make a vibrant third-party ecosystem viable going forward. Gigya’s Jason Rose is a skeptic. “Consumers will now be asked to check a box that says, in effect, ‘We intend to sell your information to data brokers, allowing other companies to send you unsolicited offers and track your online movements’”, he explained. “How many will accept, given they have no obligation to do so? My prediction is zero.”

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