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6. Online Data Protection According to GDPR: Or: What Is Actually (Still) Allowed? (Dr Simon Menke)

  • 2024
  • OriginalPaper
  • Chapter
Published in:
Author
Ralf Strauss
Published in
Data-Driven Customer Engagement
Publisher
Springer Nature Switzerland

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Abstract

The chapter delves into the complex landscape of online data protection under the GDPR, highlighting the legal requirements and practical implications for online tracking and consent. It discusses the need for consent in online tracking, the exceptions to this rule, and the design of consent banners. Additionally, it explores the use of the IAB Framework for consent management, the impact of Google's Privacy Sandbox Project, and the role of Privacy Information Management Systems (PIMS). The chapter also provides insights into the use of real-time bidding methods and alternative identifiers in online marketing, as well as the legal considerations surrounding audience matching tools. Throughout, it offers practical guidance and a nuanced understanding of the evolving legal landscape, making it a valuable resource for professionals navigating the intricacies of online data protection.
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previous chapter Data Readiness and Data Strategies … Without Data, You Are Just Another Person with an Opinion
next chapter Measurement and KPI Optimisation … Oldie, But Goldie
Title
Online Data Protection According to GDPR: Or: What Is Actually (Still) Allowed? (Dr Simon Menke)
Author
Ralf Strauss
Copyright Year
2024
Book
Data-Driven Customer Engagement

Print ISBN: 978-3-031-64294-4

Electronic ISBN: 978-3-031-64295-1

Copyright Year: 2024

DOI
https://doi.org/10.1007/978-3-031-64295-1_6