E-Privacy. We have been warned

By Andrew Phillips 18 Oct 2017

Extracts below are taken from the IAB Europe website on he new e-privacy regulation.  (http://datadrivenadvertising.eu/impact-of-eprivacy-regulation/)

€526 billion of the EU economy benefits from digital advertising, and that digital advertising helps to support over 6 million jobs.

The ePrivacy Regulation will present choices over the use of citizens’ data.  People will refuse consent for their data to be used. This will leave them unable to use many apps and websites. It will also remove large amounts of data from the digital ecosystem, with very severe consequences for the way the internet works. Data enables advertisers to target audiences wherever they are online, rather than just advertising on specific websites. This gives smaller websites and publishers a share of advertising revenues that they would otherwise not have access to. It also makes the process of buying and selling advertising far more efficient. Data also enables advertisers to target relevant people based on their online behaviour. This increases the effectiveness of advertising and the value of digital advertising units. Behavioral data increases advertising effectiveness 500% and the value of digital advertising 300%.

Perhaps most importantly though, data is essential for giving advertisers confidence that their digital ads are being viewed – and for tracking how effective they are. Most advertisers today see this as an essential precondition for spending their advertising budgets online. The internet is a far less attractive advertising platform without such data.

Importance of data to advertising explains why 66% of all digital advertising depends on the use of behavioural data – and 90% of all advertising growth has involved the use of such data. If the ePrivacy Regulation were enforced, the digital advertising industry in the EU could lose half its value.

The most direct and immediate consequence of the ePrivacy Regulation for citizens’ experience of the internet would be that a number of apps and websites would stop working – because their central functioning depends on data. Citizens would need to keep returning to their browser, smartphone or tablet settings, in order to change their preferences and enable them to use such sites. News sites would have to charge. Email would no longer be free. Marketing, sales and overall ecommerce will be effected.

In this way, the ePrivacy Regulation could have significant consequences for the accessibility of the internet as a whole.

If the EU governments sign this off it’s the end of the internet and employment as we know it.