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How-to:
Consent Management
2019-04-11
Agenda
01 Why? What?
02 Examples (Good & Bad)
03 Consent Management Requirements
04 Use Case
05 Take-aways
page 3
About me
Eckart Holzinger MBA
Privacy Officer, Consent Consultant
eh@e-dialog.at
+43-1-309 09 09
www.e-dialog.at
About e-dialog
page 5
About e-dialog
● Founded 2003
● 36 FTEs
● Core Markets: D-A-CH
(plus subsidiaries)
● Owner-managed business
● Industries: Telco, Finance, Retail,
Tourism, Publishing
page 6
e-dialog is Google Partner
1st Fullstack-Partner in D-A-CH
As well as numerous certifications and experience with:
D
ataow
nership
nurbeiuns!
page 7
Our competence: Datadriven Advertising
Digital
Analytics Search
Social
Targeting
Programmatic
Display Attribution
Personalisation
& Testing
D
atadriven
...from
the
very
start
page 8
Industries & References
(extract)
Telco
CommercePublisher
B2BTourism
EducationFinance
About Consent
Management
page 10
Why is everybody talking about consent?
● There was this new regulation last year (“GDPR”)
○ Old principles
○ “Better definitions”
○ Higher fines
● ePrivacy-Regulation will replace the existing Directive
○ In the making
○ New rules
○ Higher fines
page 11
Our foundation of Civil Rights
● Convention for the Protection of Human Rights and
Fundamental Freedoms
● Charter of Fundamental Rights of the European Union
○ Article 8: “Everyone has the right to the protection of personal
data concerning him or her.”
● General Data Protection Regulation (GDPR)
● National constitutions and laws
● Highest possible layer of law, thus representing values
page 12
The use of personal data is restricted
● Purpose limitation
● Data minimisation
● Limited storage periods
● Data quality
● Data protection by default / by design
○ Protection by Default is not compatible with Tracking
● And there is no legal basis for processing, unless one (or
more) of the following exceptions apply:
page 13
Personal data usage: Exceptions Art 6 GDPR
● Specific consent of the data subject
● Contracts / entering a contract
● Legal obligations
● Vital interests
● Public interest / official authority
● Legitimate interests pursued by the controller or by a
third party,
○ except where such interests are overridden by the interests or
fundamental rights and freedoms of the data subject [...]
page 14
Characteristics of valid consent (GDPR)
● Article 4 (11)
○ ‘Consent’ of the data subject means any freely given, specific,
informed and unambiguous indication of the data subject's
wishes by which he or she, by a statement or by a clear
affirmative action, signifies agreement to the processing [...];
● Article 7 (1) and (2)
○ Controller has to demonstrate the validity
○ [...] in an intelligible and easily accessible form,
○ [...] using clear and plain language.
page 15
Regulation 47 GDPR (1)
● The legitimate interests of a controller, [...], or of a third
party, may provide a legal basis for processing,
provided that the interests or the fundamental rights
and freedoms of the data subject are not overriding,
taking into consideration the reasonable expectations
of data subjects based on their relationship with the
controller.
page 16
Regulation 47 GDPR (2)
● The processing of personal data for direct marketing
purposes may be regarded as carried out for a
legitimate interest.
=> Attention: There is no “legitimate interest” with
cookies/trackers as specialized law is preceding
(ePrivacy-Directive and national implementations eg TMG,
TKG). Tracking cookies always need consent. And: We will
face the ePrivacy-Regulation sooner or later (later, it is).
page 17
What to do?
● Avoid consent as a legal base
○ Every time another exception can be used: Do it.
○ Do not ask for consent, if not needed!
● Practical Examples
○ Newsletter with statistical standard reports
○ Cookies to track a shopping-basket (Art 6 (1) b)
○ Keeping records of orders and payments (Art 6 (1) c)
○ First Party web analytics without data sharing (Art 6 (1) f)
○ Tag Management (Art 6 (1) f)
page 18
We need consent!
● Define a strategy for your organisation
● Good questions include
○ Who is responsible for obtaining consent?
○ Controller, Joint-Controller, more than 1 Controller ...
○ EuGH C-210/16 Facebook-Fanpages (Youtube, Instagram …)
○ Do we want to work with implied consent? (Art 4 (11))
○ How to safely document consents?
○ How to integrate consent in other business processes?
page 19
Examples for obtaining consent (1)
page 20
Examples for obtaining consent (2)
page 21
Examples for obtaining consent (3)
page 22
Examples for obtaining consent (4)
page 23
Examples for obtaining consent (5)
page 24
Examples for obtaining consent (6)
page 25
Examples for obtaining consent (7)
page 26
Challenges within Consent Management
Integration: Consent is valuable, as a preliminary for several
dependant business processes
Documentation: Marketing reports as well as documentation for
Right of Access, Rectification, Erasure ...
Obtaining: What are the obstacles? How to optimize?
page 27
Solution for Consent Lifecycle Management
● Administration of consent
● During all stages
○ Promote, store safely, revoke (partially), guarantee the rights of
data subjects, be available for marketing ...
● Revision-safe storage & documentation
● Handling of additional tools/technologies
● User Experience => Googles algorithm parameters?
● Easy adaption to cover new regulations
● Integration with other business processes
page 28
Topics prior to tool-decision
● Granularity of Consent
○ Groups
○ Individual items within groups (granularity)
○ Revoking, adaption, new tools
○ ePrivacy-Regulation: 1st ./. 3rd party
● Roadmap
○ Tag-Management?
○ 4-16 project-weeks with 12-80 working days (intern+extern)
● Value of consent: Verified consent is a precious thing.
page 29
Consent Management Platforms
● Tool-evaluation according to your organisations
principles
● Emerging market - lots of players and technologies
○ Open Source self-programmed, SaaS, on premise …
○ Data-storage within the EEA excluding UK
○ One-time-costs and licensing/running costs 3y
○ Calculation of a CMP-Change?
page 30
Dashboards and figures/KPIs
● Consent, denial, ignorance, (partial) revoke, erasure
● Monitoring of KPIs (opt-in-rates etc.)
● Results of A/B-Testing
● Display of granular consent (not vendors/groups)?
○ Bonus question: Granular TTL?
● Correct historical figures
page 31
Desired functionalities (decision basics) 1
● Consents are stored revision-safe, server-side (Art 7?)
● Documention and easy handling of proof of consent
○ For data subjects as well as authorities and Google
○ Documentation of implied consent
● Automagical display of Cookie Declaration
● What about piggy-backing?
page 32
Desired functionalities (decision basics) 2
● Aspects of consent as required (choice, affirmative …)
● Proof of data transfer after consent
○ Guarantee, that no data is transferred prior to consent
○ There is still the topic of the user-scope tbd (but not us)
● IAB certification of CMP?
● Handling of different types of consent (eg events,
newsletter) from different sources (website, apps etc)?
● Business Process Integration?
page 33
T-Mobile Case
Existing Consent Banner:- individualized- standard wording
page 34
T-Mobile Case
New Consent Banner:- grey background- message centralized- new wording
+26%
Relative increase in
Consent Conversion
page 35
Why e-dialog as partner?
● Datadriven Marketing competencies (and legally safe)
● Marketing, technology, compliance from the same mould
● Effective and efficient implementation
● Value-priced packages
○ Implementation/establishment, training, maintenance, adaptions
● Experience and knowledge (we know, what we are doing)
page 36
Take-aways
● Consent is here to stay
● The value of documented consent can be expressed in €
● Optimize Your ways of obtaining consent
● Change obligation to advantage! (As You have to do it anyway.)
360 EXPERT LOUNGE
individuellen Fragen zur
Google Marketing Platform
Kommt einfach vorbei!
Thank you!
www.e-dialog.at
+43-1-309 09 09
ProgrammatiCon 2019
Das Fachevent zu Programmatic Marketing
Einstieg in Programmatic und die
Tools der Google Marketing Platform
TOOL TRAININGS | 16.10.
Insights & Praxis-Erfahrungen von
internationalen Branchenprofis
KONFERENZ | 17.10.
Intensive Vertiefung in Targeting, Bidding,
Deals, Werbemittel u.v.m.
DEEP DIVES | 18.10.
www.ProgrammatiCon.net
16.-18. Oktober | Schloß Schönbrunn, Wien

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Google Analytics Konferenz 2019_Data Privacy & Consent Management_Eckart Holzinger (e-dialog)

  • 2. Agenda 01 Why? What? 02 Examples (Good & Bad) 03 Consent Management Requirements 04 Use Case 05 Take-aways
  • 3. page 3 About me Eckart Holzinger MBA Privacy Officer, Consent Consultant eh@e-dialog.at +43-1-309 09 09 www.e-dialog.at
  • 5. page 5 About e-dialog ● Founded 2003 ● 36 FTEs ● Core Markets: D-A-CH (plus subsidiaries) ● Owner-managed business ● Industries: Telco, Finance, Retail, Tourism, Publishing
  • 6. page 6 e-dialog is Google Partner 1st Fullstack-Partner in D-A-CH As well as numerous certifications and experience with: D ataow nership nurbeiuns!
  • 7. page 7 Our competence: Datadriven Advertising Digital Analytics Search Social Targeting Programmatic Display Attribution Personalisation & Testing D atadriven ...from the very start
  • 8. page 8 Industries & References (extract) Telco CommercePublisher B2BTourism EducationFinance
  • 10. page 10 Why is everybody talking about consent? ● There was this new regulation last year (“GDPR”) ○ Old principles ○ “Better definitions” ○ Higher fines ● ePrivacy-Regulation will replace the existing Directive ○ In the making ○ New rules ○ Higher fines
  • 11. page 11 Our foundation of Civil Rights ● Convention for the Protection of Human Rights and Fundamental Freedoms ● Charter of Fundamental Rights of the European Union ○ Article 8: “Everyone has the right to the protection of personal data concerning him or her.” ● General Data Protection Regulation (GDPR) ● National constitutions and laws ● Highest possible layer of law, thus representing values
  • 12. page 12 The use of personal data is restricted ● Purpose limitation ● Data minimisation ● Limited storage periods ● Data quality ● Data protection by default / by design ○ Protection by Default is not compatible with Tracking ● And there is no legal basis for processing, unless one (or more) of the following exceptions apply:
  • 13. page 13 Personal data usage: Exceptions Art 6 GDPR ● Specific consent of the data subject ● Contracts / entering a contract ● Legal obligations ● Vital interests ● Public interest / official authority ● Legitimate interests pursued by the controller or by a third party, ○ except where such interests are overridden by the interests or fundamental rights and freedoms of the data subject [...]
  • 14. page 14 Characteristics of valid consent (GDPR) ● Article 4 (11) ○ ‘Consent’ of the data subject means any freely given, specific, informed and unambiguous indication of the data subject's wishes by which he or she, by a statement or by a clear affirmative action, signifies agreement to the processing [...]; ● Article 7 (1) and (2) ○ Controller has to demonstrate the validity ○ [...] in an intelligible and easily accessible form, ○ [...] using clear and plain language.
  • 15. page 15 Regulation 47 GDPR (1) ● The legitimate interests of a controller, [...], or of a third party, may provide a legal basis for processing, provided that the interests or the fundamental rights and freedoms of the data subject are not overriding, taking into consideration the reasonable expectations of data subjects based on their relationship with the controller.
  • 16. page 16 Regulation 47 GDPR (2) ● The processing of personal data for direct marketing purposes may be regarded as carried out for a legitimate interest. => Attention: There is no “legitimate interest” with cookies/trackers as specialized law is preceding (ePrivacy-Directive and national implementations eg TMG, TKG). Tracking cookies always need consent. And: We will face the ePrivacy-Regulation sooner or later (later, it is).
  • 17. page 17 What to do? ● Avoid consent as a legal base ○ Every time another exception can be used: Do it. ○ Do not ask for consent, if not needed! ● Practical Examples ○ Newsletter with statistical standard reports ○ Cookies to track a shopping-basket (Art 6 (1) b) ○ Keeping records of orders and payments (Art 6 (1) c) ○ First Party web analytics without data sharing (Art 6 (1) f) ○ Tag Management (Art 6 (1) f)
  • 18. page 18 We need consent! ● Define a strategy for your organisation ● Good questions include ○ Who is responsible for obtaining consent? ○ Controller, Joint-Controller, more than 1 Controller ... ○ EuGH C-210/16 Facebook-Fanpages (Youtube, Instagram …) ○ Do we want to work with implied consent? (Art 4 (11)) ○ How to safely document consents? ○ How to integrate consent in other business processes?
  • 19. page 19 Examples for obtaining consent (1)
  • 20. page 20 Examples for obtaining consent (2)
  • 21. page 21 Examples for obtaining consent (3)
  • 22. page 22 Examples for obtaining consent (4)
  • 23. page 23 Examples for obtaining consent (5)
  • 24. page 24 Examples for obtaining consent (6)
  • 25. page 25 Examples for obtaining consent (7)
  • 26. page 26 Challenges within Consent Management Integration: Consent is valuable, as a preliminary for several dependant business processes Documentation: Marketing reports as well as documentation for Right of Access, Rectification, Erasure ... Obtaining: What are the obstacles? How to optimize?
  • 27. page 27 Solution for Consent Lifecycle Management ● Administration of consent ● During all stages ○ Promote, store safely, revoke (partially), guarantee the rights of data subjects, be available for marketing ... ● Revision-safe storage & documentation ● Handling of additional tools/technologies ● User Experience => Googles algorithm parameters? ● Easy adaption to cover new regulations ● Integration with other business processes
  • 28. page 28 Topics prior to tool-decision ● Granularity of Consent ○ Groups ○ Individual items within groups (granularity) ○ Revoking, adaption, new tools ○ ePrivacy-Regulation: 1st ./. 3rd party ● Roadmap ○ Tag-Management? ○ 4-16 project-weeks with 12-80 working days (intern+extern) ● Value of consent: Verified consent is a precious thing.
  • 29. page 29 Consent Management Platforms ● Tool-evaluation according to your organisations principles ● Emerging market - lots of players and technologies ○ Open Source self-programmed, SaaS, on premise … ○ Data-storage within the EEA excluding UK ○ One-time-costs and licensing/running costs 3y ○ Calculation of a CMP-Change?
  • 30. page 30 Dashboards and figures/KPIs ● Consent, denial, ignorance, (partial) revoke, erasure ● Monitoring of KPIs (opt-in-rates etc.) ● Results of A/B-Testing ● Display of granular consent (not vendors/groups)? ○ Bonus question: Granular TTL? ● Correct historical figures
  • 31. page 31 Desired functionalities (decision basics) 1 ● Consents are stored revision-safe, server-side (Art 7?) ● Documention and easy handling of proof of consent ○ For data subjects as well as authorities and Google ○ Documentation of implied consent ● Automagical display of Cookie Declaration ● What about piggy-backing?
  • 32. page 32 Desired functionalities (decision basics) 2 ● Aspects of consent as required (choice, affirmative …) ● Proof of data transfer after consent ○ Guarantee, that no data is transferred prior to consent ○ There is still the topic of the user-scope tbd (but not us) ● IAB certification of CMP? ● Handling of different types of consent (eg events, newsletter) from different sources (website, apps etc)? ● Business Process Integration?
  • 33. page 33 T-Mobile Case Existing Consent Banner:- individualized- standard wording
  • 34. page 34 T-Mobile Case New Consent Banner:- grey background- message centralized- new wording +26% Relative increase in Consent Conversion
  • 35. page 35 Why e-dialog as partner? ● Datadriven Marketing competencies (and legally safe) ● Marketing, technology, compliance from the same mould ● Effective and efficient implementation ● Value-priced packages ○ Implementation/establishment, training, maintenance, adaptions ● Experience and knowledge (we know, what we are doing)
  • 36. page 36 Take-aways ● Consent is here to stay ● The value of documented consent can be expressed in € ● Optimize Your ways of obtaining consent ● Change obligation to advantage! (As You have to do it anyway.)
  • 37. 360 EXPERT LOUNGE individuellen Fragen zur Google Marketing Platform Kommt einfach vorbei!
  • 39. ProgrammatiCon 2019 Das Fachevent zu Programmatic Marketing Einstieg in Programmatic und die Tools der Google Marketing Platform TOOL TRAININGS | 16.10. Insights & Praxis-Erfahrungen von internationalen Branchenprofis KONFERENZ | 17.10. Intensive Vertiefung in Targeting, Bidding, Deals, Werbemittel u.v.m. DEEP DIVES | 18.10. www.ProgrammatiCon.net 16.-18. Oktober | Schloß Schönbrunn, Wien