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Month: December 2018

Lagardère Active

“The first challenge of the GDPR is organisational”

Olivier Boutin, Digital Operations Director, Lagardère Active
Jérémy Guérineau, Head of Tracking and Tag Management, Lagardère Active

Managing consent in the GDPR era: a revolution or evolution for news publishers?

OB – The GDPR was announced far enough in advance that everyone could plan ahead and thus avoid a revolution. On the other hand, the chapter on consent management in the advertising ecosystem was much more sudden and required a lot more agility to achieve compliance quickly. IAB’s efforts to introduce a common protocol for all stakeholders was a life-saving initiative that enabled a harmonious and well-mapped out deployment. However, compared to the GDPR deadlines, it came a bit late, which meant we had to act quickly and rely on the reactivity and efficiency of our TMS partners to be ready in time. In essence, it is a bit too early to see the impact of prior consent on the advertising ecosystem, but regardless, it’s still an extra responsibility for publishers as it’s us who have to collect it and guarantee compliance…

How can we sum up the operational challenge(s) that the GDPR presents? What are your main preoccupations in these circumstances?

OB – The first challenge is organisational: you must explain to everyone – editorial team, sales division, HR, technical staff – what the GDPR implies. The whole production apparatus must master all the GDPR’s obligations. The second challenge comes from our scale: our couple dozen sites and almost eighty applications meant we had to comply with the GDPR across this entire digital ecosystem.

What is your view on the solution offered by Commanders Act?

JG – The fact that we could rely on one single TMS (Tag Management System) was what allowed us to comply with the GDPR across all our sites. By having everything in one place, we could quickly roll out the necessary mechanisms on a mass scale. Especially since with Commanders Act, it is rather easy to juggle between the various types of messages (banners, footers, etc.). Without this agility and ability to cover all our areas with one single tool, the work would definitely have been ten times harder.

Interview L'Equipe Commanders Act

“We are caught in no man’s land with lots of uncertainty”

Romain Lhote, Digital Marketing Manager, L’Equipe

Managing consent in the GDPR era: a revolution or evolution?

The GDPR is clearly part of a regulatory evolution, announced well in advance, which gave us the time to study the various technological possibilities. The problem is that we are still caught in no man’s land with lots of uncertainty . Because another regulation, ePrivacy, is in the pipeline. And, also, because IAB’s framework doesn’t seem to be fully suited to non-advertising practices for the time being. A telling example: how to interpret IAB’s “purposes” within the scope of the GDPR? The answer doesn’t appear straightforward…

How can we sum up the operational challenge(s) that the GDPR presents? What are your main preoccupations in these circumstances?

The challenge is rather simple to sum up — how to obtain compliant consent while minimising revenue loss — but the work it entails is certainly not. Given the number of tags that a news publisher like us uses, a TMS (Tag Management System) is the only viable solution.

What is your view on the solution offered by Commanders Act?

Since we have only just adopted the TMS, we don’t have much experience. Nevertheless, it is already clear that having a single solution that functions as both a TMS and CMP (Consent Management Platform) greatly simplifies governance and management on a day-to-day basis.

Interview Boursorama Commanders Act

“The major benefit of Commanders act is that it’s an impartial platform”

Benjamin Drocourt, Director of Commercial Services, Boursorama
Cyril Bourbon, Director of Web Media, Boursorama

Managing consent in the GDPR era: a revolution or evolution for news publishers?

BD – In my opinion, it is more an evolution: a movement which cleans up the market. Being involved in both News and Banking, we obviously tackled the topic head on. After starting to collect consent on our website and not activating cookies until we had obtained it, we saw no loss in readers nor data. Saying that, Boursorama is a particular type of news media with 75% live traffic and an average of 7 page views per visit. No huge changes for the time being, but that could all change with the ePrivacy regulation.

Some believe that the current debate shows that cookies have reached their limit…

BD – The projects concerning IDs and common logs which are currently being studied represent a fantastic opportunity for progress in our industry, but I think that cookies still have a long life ahead of them. However, the ePrivacy regulation, which remains a little unclear in both substance and form, could cast doubt on all that.
CB – Yes, the process is basic but has proven to be well suited to the realities of digital technology and even to the GDPR. We see the proof with the more sales-orientated landing pages that we also handle: proper cookie management allows you to comply with the GDPR without greatly affecting their impact. And more importantly, for the time being, we don’t really see any alternatives on the horizon…

What is your view on the solution offered by Commanders Act?

BD – The major benefit of TagCommander for us is that it’s a purely technical solution, truly neutral where others are sometimes both judge and jury. The other benefit is operational, since the TMS (Tag Management System) and CMP (Consent Management Platform) are combined into a single solution.

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