Today is International Data Protection Day: what are the issues that most affect the media?
Data privacy will be a forefront issue in 2022. So, to mark International Data Protection Day, we are going to recap on the main user privacy issues that will affect the media industry in 2022.
What is the current situation as regards data protection?
It is important to take into account the current general context in relation to regulating data privacy. The figures for data protection fines recorded by the European Union in 2021 were published this January: regulators received a total of 130,000 notifications regarding personal data breaches.
These fines arise from breaches of the General Data Protection Regulation, which came into force in the EU in May 2018. It is a complex, demanding regulation and some companies are not yet ready to meet the required levels of security. However, the latest annual Cisco Privacy Maturity Benchmark study found that protecting data privacy is a priority for most companies.
Why do privacy laws affect digital media?
Reader loyalty and subscriber conversion strategies used by digital media have proven to be the way forward in order to guarantee a sustainable future for the industry. Inevitably, any strategy designed in line with this trend will base its decisions on the analysis of reader activity. One of the most significant indicators is the RFV indicator (recency – frequency – volume), which helps to establish reader segments according to their level of engagement.
What factors should be considered to ensure data privacy?
To ensure that digital media comply with the General Data Protection Regulation while monitoring reader activity, we are going to recap on the most important issues for the media in relation to privacy:
1. Ensuring reader security in accordance with the GDPR or the applicable privacy act
To do this, each media outlet must inform its readers of any data it possesses for each user and offer them the chance to select the specific cookies activated when browsing its news. Our IterWCM content management system deploys the necessary confidential and security mechanisms to ensure readers’ data protection.
2. 2023 will see the end of third-party cookies: the cookieless era
Google Chrome will delete user browsing data as of 2023. This means that the programmatic advertising system will change. How? Throughout 2022, Google will negotiate with the media about the future of advertising. It intends for media, advertisers and agencies to join the privacy sandbox, an environment for facilitating the launch of advertising campaigns customised by segment, instead of by specific user as is the current practice.
Protecmedia advises digital media to begin by creating content strategies that generate significant value for readers. Getting readers to register is the starting point for media outlets to be able to work first-hand with reader preferences. Regardless of the path Google takes over the coming months, a loyal reader that perceives real value in the content of a media outlet can provide revenue for that outlet, whether it be through advertising or subscriptions.
If you are interested in adding a CMS that allows you to create loyalty among your users while respecting their privacy, please contact our team.