Data traders’ drop out game has started?

2019/03/27

Last week, it was reported that Oracle has stopped selling AddThis data in Europe (link). AddThis tool might be unknown to the general public. It’s a free social media sharing widget that can be installed on the site, which allows easy sharing of website content to different channels by installing only one script. However, there are no free lunches. By implementing this “free” tool at the same time, it has given AddThis a full, unrestricted right to sell the data or do what it wants with it. For most webmasters, this reverse side of the coin has been unknown, as who will now read the terms of a free product (for those who watch South Park, you will certainly remember the HumancentiPad period)? The majority have no idea that their browsing data on over 15 million websites will end up in Oracles’ merchandise.

The reason Oracle now quits this data business in Europe is largely due to the fact that the service does not follow GDPR requirements. Consumers should be told that data is being collected and given the opportunity to refuse this. Monitoring is challenging, if not impossible, because this add-on is installed on millions of sites. For a company as big as Oracle, a simpler and safer solution is to end this type of business than to risk their reputation and potential GDPR sanctions. Although Oracle paid $200 million to buy AddThis, it is a rounding mistake for a company who has a $40bn turnover and whose market value is $180bn.

Data traders who collect their data in contravention of the GDPR can still be found in bulk and we believe that the removal of AddThis is just a prelude. We will see significant market cleaning done during this and next year and the first signs of this are already visible in the Nordic countries. Authorities have not yet been able to focus on online businesses beyond global giants, but when the time comes, many gamers will face challenges. In the development of Relevant Audience, transparency has been the most important value since the beginning. We believe that the value of high-quality, legally collected online data will increase in the near future.

The use of data in online advertising increases the effectiveness significantly, but it is important to ensure that the company’s own data is used within the framework of the rules of the game, and that also the third parties collect data legally and ethically.

I will be happy to continue the discussion on the topic

Olli Järvilehto / Head of Data, Relevant Digital Oy

Read also:

How Google’s decision to kill 3rd-party cookies will affect to the digital marketing ecosystem?

2020/02/04

Google has announced its decision to block third-party cookies from Chrome in two years. In practice, this will mean a big change in user data collection and advertising targeting, as Chrome controls nearly 70% of the desktop browser market. After Google’s announcement speculation started immediately – how it will affect programmatic buying of advertising and third-party data audiences, which mainly are based on cookies currently.

Read more

Digital Marketing 2020 – What are the current trends?

2020/02/04

Typically, early in the year, it is anticipated which topics will become the hottest in digital marketing this year. What has already changed the digital world and what is getting around the corner? What are the questions marketers are currently looking for answers to? Here are some themes that will challenge and inspire digital business and marketing professionals in 2020.

Read more

What are 1st, 2nd and 3rd party data and how can they be used in marketing?

2019/12/05

Data is one of the key drivers of successful marketing. One of the biggest challenges for the marketer is crystallizing the data, prioritizing it and making it usable. What kind of data you are most useful as a marketer depends on your current situation and your goals.

Read more

What is TCF 2.0 about and what do you have to do?

2019/11/27

TCF, or Transparency & Consent Framework, is an industry-standard that allows to obtain the required permission for the use of data from consumers and to pass this permission (or prohibition) in an intelligible form to the digital advertising industry. There is a need for a common standard as there is a large number of data-driven players in the market.

Read more

MTVuutiset.fi joins Relevant Audience, which will become Finland’s largest independent data marketplace

2019/11/21

MTVuutiset.fi is joining Relevant Audience, Finland’s largest independent data marketplace. It currently includes 18 million unique browsers, as well as 500 million monthly data collection events.

Read more