Prof. Dr. Bernd Skiera

Prof. Dr. Bernd Skiera hat seit 1999 den ersten Lehrstuhl für Electronic Commerce in Deutschland an der Goethe-Universität Frankfurt am Main inne, jüngst einen ERC-Advanced-Grant erworben und ist im Vorstand des EFL-The Data Science Institut und der Schmalenbach-Gesellschaft. Seine Forschungsschwerpunkte sind Online-Marketing, Marketing-Analytics, Machine Learning, Marketing-Automation, Electronic Commerce und Verbraucherschutz. Er hat zudem den Spin-Off, Marini Systems GmbH mitgegründet, das Technologien zum Robotic Selling anbietet.

How do GDPR and other Privacy Laws impact the Online Advertising Market? – Impulse Session

Regulators all over the world stronger protect privacy of consumers with consequences for online advertising that used to rely on personal data and machine learning to better target advertising. This presentation uses the European General Data Protection Regulation (GDPR) to illustrate these con-sequences for the various actors of the online advertising industry. It shows how the industry uses the Transparency and Consent Framework (TCF) to comply with privacy requirements and outlines the challenges that arise if actors of the market do not agree on such standards and do not harmonize their activities under such standards. It also emphasizes that market power increases for those actors with direct contact to users. The ability of some actors to bundle consent of users to the use of personal data with the use of a particular service also benefits them.