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Digital advertisers feel threatened by the ePrivacy Regulation

Regulations to protect private communications planned by Brussels could result in millions of dollars of lost revenue and cost many jobs in the digital advertising market. That's the conclusion of the German Internet marketing association Online-Vermarkterkreis (OVK).

17 May. 2018 Isabelle Reiff
Source: Bundesverband Digitale Wirtschaft
Source: Bundesverband Digitale Wirtschaft

The online marketing association (OVK) in the Federal Association of Digital Business (BVDW) warns against the law that the EU wants to adopt. The ePrivacy Regulation , which EU parliamentarians planned as an addendum to the General Data Protection Regulation (DSGVO), is expressly intended to protect private communication. Under it the use of cookies would no longer be allowed, online reach measurement would be limited, and data collection by third parties would largely be excluded.

The OVK surveyed its member companies and experts from the fields of ad-tech, programmatic, data and e-mail marketing on the topic. They all expect a slump of up to half a billion euros in the digital advertising market. According to the analysis , advertisers also expect significant job losses. "The introduction of an e-privacy regulation into the currently discussed version could cause significant economic damage to Germany's digital marketing and thus also to the digital offers marketed," believes Christian Herp, Deputy Chairman of the OVK. Thomas Port, Managing Director of Digital SevenOne Media, fears the end of the digital economy and already called for protests last year.