{"id":3627,"date":"2018-05-22T13:49:42","date_gmt":"2018-05-22T11:49:42","guid":{"rendered":"https:\/\/www.organisator.ch\/?p=3627"},"modified":"2018-05-22T13:49:42","modified_gmt":"2018-05-22T11:49:42","slug":"eu-dsgvo-ante-portas-was-werbetreibende-in-sachen-adtech-beachten-sollten","status":"publish","type":"post","link":"https:\/\/www.organisator.ch\/it\/marketing\/2018-05-22\/eu-dsgvo-ante-portas-was-werbetreibende-in-sachen-adtech-beachten-sollten\/","title":{"rendered":"EU-DSGVO ante portas: a cosa dovrebbero prestare attenzione gli inserzionisti in termini di adtech"},"content":{"rendered":"<figure id=\"attachment_3628\" aria-describedby=\"caption-attachment-3628\" style=\"width: 547px\" class=\"wp-caption alignnone\"><img loading=\"lazy\" decoding=\"async\" class=\"size-full wp-image-3628\" src=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator.jpg\" alt=\"\" width=\"547\" height=\"480\" srcset=\"https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator.jpg 547w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator-14x12.jpg 14w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator-199x175.jpg 199w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator-399x350.jpg 399w, https:\/\/www.organisator.ch\/wp-content\/uploads\/2018\/05\/EU-DSGVO-ante-portas-Was-Werbetreibende-in-Sachen-Adtech-beachten-sollten-1_Organisator-300x263.jpg 300w\" sizes=\"auto, (max-width: 547px) 100vw, 547px\" \/><figcaption id=\"caption-attachment-3628\" class=\"wp-caption-text\">Ekaterina Tyurina commenta l'impatto del GDPR dell'UE sull'adtech. (Immagine: Tradelab)<\/figcaption><\/figure>\n<p>Il fatto che il regolamento generale sulla protezione dei dati (GDPR) entrer\u00e0 in vigore il 25 maggio 2018 e che le aziende dovranno prepararsi \u00e8 sulla bocca di tutti da settimane. I punti pi\u00f9 importanti del GDPR cos\u00ec come i prossimi cambiamenti riguardanti la protezione dei dati che il regolamento porta con s\u00e9 dovrebbero essere stati compresi e registrati ormai. Ekaterina Tyurina dell'Associazione tedesca per la protezione dei dati (DPA) commenta il concetto centrale del consenso degli utenti. <a href=\"http:\/\/tradelab.com\/de\/\">Tradelab<\/a>\u00a0nella seguente intervista e ci ricorda in quali aspetti il GDPR dell'UE ha un impatto sul marketing digitale e sull'adtech.<\/p>\n<p><em>Per quanto tempo consiglia agli attori dell'adtech di conservare i dati personali raccolti per conto degli inserzionisti?<\/em><\/p>\n<p><strong>Ekaterina Tyurina:<\/strong> La legge non prescrive un periodo di tempo, ma fa comunque rispettare che la conservazione dei dati personali deve essere mantenuta al minimo indispensabile, rispetto alle intenzioni di trattamento dei dati definite dall'azienda. In breve, ogni azienda stessa deve assumersi la responsabilit\u00e0 di definire e giustificare il periodo di trattamento dei dati. Sono a favore di una routine di cancellazione automatica dei dati. Nella nostra azienda Tradelab, limitiamo la conservazione dei dati a sei mesi.<\/p>\n<p><em>Avete paura che molti utenti non vogliano rivelare i loro dati personali e quindi non diano il loro consenso al trattamento dei dati?<\/em><\/p>\n<p>\u00c8 il nostro lavoro essere trasparenti e di conseguenza onesti con gli utenti. Dobbiamo dare loro la possibilit\u00e0 di scegliere i dati che condividono. Mai sentito parlare del termine \"dati sensibili\"? Si tratta di dati personali che devono essere protetti molto pi\u00f9 degli altri. Questo include le opinioni religiose e politiche, l'orientamento sessuale o la salute. Queste caratteristiche possono portare alla discriminazione sociale. Il GDPR introduce una tale differenziazione tra dati sensibili e dati personali, che potrebbe essere un'occasione per proteggere la vita privata degli utenti senza degradare l'esperienza utente. Quindi, personalmente, non ho paura della mancanza di consenso. Sono molto pi\u00f9 fiducioso che si trover\u00e0 un equilibrio tra utenti e inserzionisti.<\/p>\n<p><em>Pubblicit\u00e0 digitale senza cookie o trattamento dei dati: \u00e8 possibile?<\/em><\/p>\n<p>S\u00ec, \u00e8 possibile. Tuttavia, la qualit\u00e0 della pubblicit\u00e0 e il livello di personalizzazione sono molto pi\u00f9 bassi. Un'alternativa che non raccoglie gli ID degli utenti \u00e8 l'iniziativa \"DoubleClick for Publishers\". In questo caso, per\u00f2, all'utente viene mostrata una pubblicit\u00e0 che non ha pi\u00f9 molto a che fare con il suo interesse personale. Conclusione: senza i cookie, l'esperienza dell'utente \u00e8 danneggiata.<\/p>\n<p><em>Il GDPR \u00e8 utile o dannoso per il mondo digitale?<\/em><\/p>\n<p>Sento decisamente che \u00e8 importante. L'area digitale \u00e8 regolamentata in tutta l'UE, soprattutto in termini di protezione dei dati, e non \u00e8 pi\u00f9 necessario pensare avanti e indietro tra i diversi regolamenti nazionali. Le regole del gioco per la sfera digitale sono ora uniformi e chiare e tutti devono trarne il meglio.<\/p>\n<p><em>Ha qualche ultimo consiglio prima che il regolamento generale sulla protezione dei dati entri in vigore?<\/em><\/p>\n<p>La cosa pi\u00f9 importante come attore di pubblicit\u00e0 digitale \u00e8 essere trasparente con l'utente. La privacy deve essere rispettata, ma credo che molti utenti di internet daranno il loro consenso al trattamento dei dati personali se si \u00e8 onesti e si spiega loro per cosa verranno utilizzati i dati. \u00c8 anche importante far sapere loro che il loro consenso pu\u00f2 essere ritirato in qualsiasi momento. Se si agisce in modo trasparente a questo punto, pu\u00f2 certamente portare all'accettazione della pubblicit\u00e0 digitale da parte dell'utente.<\/p>","protected":false},"excerpt":{"rendered":"<p>Dass\u00a0am 25. Mai 2018 die Datenschutz-Grundverordnung (EU-DSGVO) in Kraft tritt und Vorbereitungen in Unternehmen getroffen werden m\u00fcssen, ist bereits seit Wochen in aller Munde. Die wichtigsten Punkte der DSGVO sowie die bevorstehenden \u00c4nderungen bez\u00fcglich des Datenschutzes, welche die Verordnung mit sich bringt, sollten mittlerweile verstanden und registriert worden sein. Zum zentralen Begriff des Nutzer-Einverst\u00e4ndnisses, \u00e4ussert [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":3628,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"_yoast_wpseo_focuskw":"Adtech","_yoast_wpseo_metadesc":"Das Nutzer-Einverst\u00e4ndnis ist einer der zentralen Begriffe der neuen Datenschutz-Grundverordnung. Zu diesem Thema, welches sogar langj\u00e4hrige Adtech-Experten und auch Agenturen ins Schwitzen bringt, \u00e4ussert sich Ekaterina Tyurina.","articlekey":"","footnotes":""},"categories":[29],"tags":[146,156,184],"class_list":["post-3627","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","tag-datenschutz","tag-digitalisierung","tag-eu-dsgvo"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>EU-DSGVO ante portas: Was Werbetreibende in Sachen Adtech beachten sollten - Organisator<\/title>\n<meta name=\"description\" content=\"Das Nutzer-Einverst\u00e4ndnis ist einer der zentralen Begriffe der neuen Datenschutz-Grundverordnung. 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