AGENDA

Digital advertising runs on huge quantities of personal data—some of it highly sensitive. Advertisers insist that collecting all this data is necessary to deliver effective and relevant ads. But are there equally effective, less intrusive ways to deliver relevant ads?

The data transfer problem remains the biggest puzzle in data protection—and it significantly impacts digital advertising and analytics. Google Analytics, used on millions of websites. has been declared incompatible with the GDPR due to Google's legal status as a US-based company. So are there GDPR-compliant alternatives to Google? How can website operators run analytics and advertising campaigns without violating data transfer rules?

Marketing departments face rules about tracking, cookies and unsolicited marketing in almost every country in the world. But these rules vary dramatically—even between US states. Is there a one-size-fits-all approach that would enable compliance with all the rules at once? And if not, how can marketing teams deliver the most effective advertising across the world's regions?