One of the toughest challenges presented by DPDPA is for the Digital Marketing and Advertising Companies.
Marketing to be effective needs market segmentation and Advertising to be effective requires the messages to be tailored for the audience. The movement of media from the Print to TV and now to the Social Media/Internet has necessitated a big change in the approach of the Advertisers and Marketers.
When Internet was first used for business communication, the potential of the internet to have a targeted advertising campaign became extremely attractive to the Advertising & Marketing (A&M) Community. The potential to understand the location of a web site visitor enabled a geographical profiling of the audience. The content and the key word used by the visitor to arrive at the landing page enabled profiling of the immediate interest of the visitor. These factors enabled presentation of target specific messages which are useful to the A&M companies as well as the consumers.
Over a period, excessive advertising, use of content interrupting advertising made advertising a bit annoying. Today, privacy activists consider any form of profiling of a visitor of a website as an intrusion of privacy requiring prior consent of the Consumer.
With the availability of AI, analysing the visitor’s habit including the amount of time spent on each page by a visitor provides a lot of information which can be productively used by the marketing company to make its campaigns sharp and effective.
The challenge for the Website owner and the supporting Advertising and Marketing consultants is to ensure that while the requirements of profiling for advertising needs to be fulfilled, the constraints of DPDPA also need to be managed.
DGPSI the Peerless framework for DPDPA compliance is developing the procedural framework that should make DPDPA compliance for A&M companies feasible.
Await a more detailed discussion of the DGPSI-A&M framework shortly.
Naavi
