An election year across the Atlantic

[tanjimajuha20]

In commerce, in the service industry, in communications or e-business, data is constantly exploited to offer consumers ever more personalized experiences. In terms of digital marketing , uses are multiplying, technologies are becoming more refined to the point that it has been necessary to strengthen safeguards in order to protect data confidentiality and, ultimately , the privacy of citizens. " Since 2018 and the GDPR, the noose has tightened and limited fantuan database the inconsiderate use of data, notes Eric Mathez. In 2020, the CNIL plans to work on the concept of consent and on the use of cookies in order to strengthen the protection of privacy ". A trend that should shift the front lines to the great displeasure of digital marketing and e-business professionals. " The GESTE (Editor's note: organization which brings together the main online publishing professionals) like the SRI (Editor's note: the Internet Regulators' Union), may well criticize the CNIL for an archaic vision of the protection of private life, the movement is underway and more than ever the collection of data must be limited to the necessities of the activity ", specifies Eric Mathez.




While the regulatory context is likely to reshuffle the cards of digital marketing and data marketing, supported by the attitude of major browsers (Safari and Google Chrome in the lead) which are increasingly vigilant and restrictive regarding the use of cookies, the American elections could well accentuate the phenomenon. " The US elections always act as a catalyst," observes Eric Mathez. The televised debate between Nixon and Kennedy in the 1960s, the role of the internet and social networks in the election of Obama, the targeting of Donald Trump's communication in 2016... " The pace is accelerating, and while the 2020 elections could well pit two billionaires (Donald Trump and Michael Bloomberg) against each other with almost unlimited means and ambitions, are there not risks of the limits being crossed? " wonders Eric Mathez. A questioning that is all the more relevant since an actor like Mark Zuckerberg, shaken by the Cambridge Analytica scandal and his summons before the highest American and European authorities, could well fear, in the event of abuse or manipulation of data, exposing himself to the risk of dismantling by GAFA.