Google can’t move Google Analytics data from EU to the US
Google Analytics, which gathers data on 82% of all websites in the world, was faced with a judgment in January where they had to accept the fact that it is illegal to transfer gathered information out of EU jurisdiction and subject sensitive it to foreign intelligence agencies curious minds.
The ruling, handed down in Austria, further supports the purpose of the GDPR for global corporations and the seriousness with which operators need to interpret the law when it comes to any of their online activities.
Why is this important?
Now that it is clear that companies operating in the European market are not allowed to work according to the model developed by IAB in 2018, they need to turn to a different kind of technology and change the way they find new customers.
Instead of using information that defines the user based on sexual orientation, relationship status, finances, health, interests, search history, and medication, you need to analyze the context of the data being consumed at any given time and display ads accordingly.
Privacy
For most people privacy is important and when we allow corporations to use our personal data for their own financial gain, we need to be sure that it’s not being abused or shared with 3rd parties with whom we have no contractual relationship or have any say in how our information will be used in the future.
Some say that if you’re not paying for a product, then you’re the product. There are few industries in the world where this statement is more true than the online ad industry.
Full disclosure
This article is written by Airserve CEO. Airserve is your one-stop-shop for ad serving with respect for your user’s privacy.
