Home Ad Exchange News European Union Pulls The Trigger: Friction Forever!

European Union Pulls The Trigger: Friction Forever!


Friction in AdvertisingIf reports are true, in a boon to advertising and technology companies in the rest of the world, The European Union appears to have effectively killed off any innovation for its native online advertising industry as the opt-in cookie law will be put into effect 18 months from now. More coverage from Tech Radar here. Read (or try to read) about the new law buried in an EU Council press release here (PDF).

EU site rep firms rejoice – there will be no innovation in (European) Mudville – your business model is safe as audience buying platforms will be only available elsewhere and the European internet user will be sentenced to the friction of untargeted advertising. And sure, sites can require users to opt-in in order to access any site’s content. But, that’s gonna be a lotta work. Subscription models here we come – European-style.

According to TechRadar’s Struan Robertson, you won’t even be able to use Google Analytics or WebTrends with the new law without permission. Here’s part of the language according to Pinsent Masons law firm website, Out-Law.com:

    “Member States shall ensure that the storing of information, or the gaining of access to information already stored, in the terminal equipment of a subscriber or user is only allowed on condition that the subscriber or user concerned has given his or her consent…”

What does this mean for non-European-based sites with European visitors? Not sure. But, it can’t be good. EU-based, holding company juggernauts such as Havas and Publicis can’t be pleased either as they push hard on their digital strategies.

No doubt we’ll be hearing more about this being a harbinger of things to come in the U.S. Hopefully, it will be a strong call to action, instead.

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