Data traders’ drop out game has started?


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:

Come say hello to us at Dmexco 2019!


Dmexco will be held in Cologne 11-12th September. This year Relevant will have a stand in Future Park which is dedicated to new innovations. Our stand is located in Hall 9 at C-032a. If you are coming to Dmexco come and visit our stand. You can also schedule a meeting in advance with Olli, Petri or Ronny.

Read more

Google Chrome’s privacy changes – how will they impact the online advertising ecosystem?


Google announced earlier this week that they will bring new privacy controls to Chrome, following the same path as Safari and Firefox have chosen before, but with a slightly different approach. The way Google is approaching this is that the classification of cookies as first or third party needs to be done on the site.

Read more

Publishers have a problem: Their paywalls are too steep to scale


If 2018 showed us anything, it’s that the Duopoly seems to be unstoppable. Google and Facebook lurched from scandal to scandal, suffering bad press, but sacrificing just a fraction of their market shares. Why? Put simply, they still have more of the granular, behavioral and interest data that advertisers want.

Read more

TRANSPARENCY AND CONSENT FRAMEWORK (TCF) VERSION 2.0 – What should I know as a publisher?


IAB Europe’s Transparency & Consent Framework program to help publishers, technology vendors, agencies and advertisers ensure they are GDPR compliant regarding the access and processing of data and/or personal data. The Framework is especially relevant for publishers (first parties), who have partnered up with third parties, to enable those third parties to process user data.

Read more

The New Paywall Is “Bendable”: How the Wall Street Grew Subscribers by More Than 30 Percent


Publishers face the ever growing challenge of declining ad revenue due to market-dominating platforms like Google and Facebook. And with so much free content for easy consumption and changing user behaviour it is a serious challenge for publishers to sell subscriptions, stop the decline and grow revenues.

Read more