To mark the start of 2021, we have put together the predictions of several leading international digital analytics experts. Privacy, compliance, ethics, analyst vs. machine, data democratisation, AI and contextual advertising\u2026 All the current trends are covered by our eight specialists. Discover them for yourself!\u00a0<\/p>\n
\n
\u201cAnalysts\u2019 expertise will regain the place it deserves\u201d<\/strong>\u00a0<\/em><\/h2>\nA lot of people are talking today about artificial intelligence and automation in data and analytics. It is true that these technologies offer unparalleled opportunities; machines will always have superior capabilities to detect, for example, weak signals. But this could also lead to the idea that machines will soon replace humans.\u00a0\u00a0<\/p>\n
This is also reinforced by the common belief that digital technology can measure everything with extreme accuracy. The best example is the attribution, where you only need to read a table to assess your online investments! However, there are so many statistical distortions (cross-devices, ITP,\u00a0Adblock, RGPD, data silos\u2026) that it is impossible to have ultra-reliable data. An Analytics tool will never be an ERP!\u00a0\u00a0<\/p>\n
I therefore hope that the development of the market around these issues will allow the analyst to regain the place they deserve. Their expertise will be more valuable than ever in analysing data,\u00a0taking into account\u00a0the limits of data collection, putting the statistics in a market context and using their experience to assess the results (\u201cwhat is a good bounce rate?\u201d).\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/lionelcherpin.png\")
<\/figure>\n<\/div>\nLionel Cherpin<\/strong>
CEO, Empirik<\/a><\/p>\n
\n\u201cAnalytics will become even more mission-critical to business success\u201d<\/strong>\u00a0<\/em><\/h2>\nLet me start with a controversial and possibly shocking statement \u2013 data and analytics will become even more mission-critical to business success in 2021. I\u2019m sorry for causing you to drop your coffee and break your favourite cup. Admit it \u2013 you thought 2021 would be the year we go back into the cave, embrace each other (from a distance) and switch off all digital devices.\u00a0<\/p>\n
2020 taught us to be mindful of predictions. COVID has turned our lives and business priorities on their heads. Many data and analytics initiatives were put on the backburner while organisations were forced unexpectedly to evolve their business strategy. Still true in early 2021 but the light at the end of the tunnel (vaccination) means many of the data and analytics initiatives that were paused in 2020 will be recharged in 2021 as our lives are further digitalised.\u00a0\u00a0<\/p>\n
Key areas of progress:\u00a0<\/p>\n
\n- Further development of digital commerce will drive the next evolution in digital analytics, including greater integration of AI analysis and anomaly detection tools\u00a0<\/li>\n
- As customer servicing has grown in importance during 2020, so will customer servicing analytics \u2013 mostly a non-existent\/underdeveloped analytics discipline\u00a0\u00a0<\/li>\n<\/ul>\n
\n- Workforce and human capital management will be transformed as home working becomes the new normal. This will require the development of new workforce analytics frameworks\u00a0<\/li>\n
- Data ethics questions will continue to occupy businesses as they look to increase the usage of data and PII whilst adhering to GDPR, CCPA and other privacy legislation\u00a0<\/li>\n<\/ul>\n
Hey \u2013 don\u2019t forget to get a new coffee cup for 2021.\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/michaelfeiner-1.png\")
<\/figure>\n<\/div>\nMichael Feiner<\/strong>
Digital Analytic Hub<\/a><\/p>\n
\n\u201cLive shopping\u00a0will become a major trend in Europe\u201d<\/em><\/strong>\u00a0<\/h2>\n2021, the year of Live Shopping?\u00a0\u00a0<\/p>\n
I think we all agree that 2020 has been a very unusual year for everyone.\u00a0\u00a0<\/p>\n
For e-commerce, it has been an incredible boost driven by the need for many companies to digitalise quickly. We had to find simple and effective solutions to get started and transform their business. These solutions included live shopping, which is becoming a major trend in Europe.\u00a0<\/p>\n
At Pikka, we are convinced that Live Shopping is easy to implement and very profitable for many retailers. It\u2019s a safe bet that after Asia, Europe will rapidly get into the live shopping game.\u00a0\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/benoit2-663x1024.jpg\")
<\/figure>\n<\/div>\nBeno\u00eet\u00a0Gaillat<\/strong>
CEO,\u00a0Pikka.fr<\/a>\u00a0<\/p>\n
\n\u201cThe CNIL has shown\u00a0that it has the will to act and enforce sanctions.\u201d<\/strong>\u00a0<\/h2>\n2021 will be another year of far-reaching changes for digital marketing. European regulators have set out their position on trackers \u2013 and consent has been strengthened. With the publication of the\u00a0CNIL guidelines<\/a>, continuing to navigate no longer constitutes consent. This requirement calls into question the ability of all players to collect raw data as of 1st<\/sup>\u00a0April 2021. And the issue at stake\u00a0covers\u00a0the entire data analysis process: audience measurement, customer knowledge,\u00a0monetisation\u00a0of publishers\u2019 spaces and advertisers\u2019 ability to target. Also, claiming an\u00a0exemption from consent<\/a>\u00a0will require documenting the choices made.\u00a0<\/p>\nThis situation creates a climate of regulatory risk. So, will the CNIL be lenient?\u00a0<\/p>\n
Nothing is less certain; at the end of 2020, it showed that it had the will to act and enforce sanctions.\u00a0<\/p>\n
At the same time, and despite two years delay, there are serious questions over the\u00a0maturity of the various players. Here are two\u00a0clear\u00a0examples:\u00a0\u00a0<\/p>\n
\n- mobile uses, the majority in\u00a0terms of\u00a0size, do not have the same level of transparency as the\u00a0web\u00a0<\/li>\n
- the\u00a0personalised\u00a0digital experience \u2013 this marketing\u00a0holy\u00a0grail \u2013 is rarely given enough attention by product marketing or adequately covered in the conditions of use to enable the processing expected by customers to be carried out\u00a0legally\u00a0<\/li>\n<\/ul>\n
In the coming months, everyone will have to prove their responsibility, prove their right to act and document their liability in anticipation of controls or complaints.\u00a0<\/p>\n
To do this, the DPOs must anticipate. Transparency on processing \u2013 the foundation of the DPO \u2013 and public information will be key issues.\u00a0However, when you\u00a0realise\u00a0that two thirds of French people do not know that the web is financed by advertising, there is still a long way to go!\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/sebastiengantou.png\")
<\/figure>\n<\/div>\nS\u00e9bastien <\/strong><\/a>Gantou<\/a>\u00a0<\/strong>
Data Protection Officer\u202f(CNIL certified) and GDPR expert<\/p>\n
\n\u201c2021 and the years to come will be defined by the #NoConsentNoTracking approach, the art of privacy-by-design.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\nThis past year, we have seen an increased focus on the GDPR and the advent of the CACP has finally helped to spread the importance of privacy beyond the borders of the EU. In Canada, too, in response to high-profile data leaks, legislation is finally catching up.\u00a0\u00a0<\/p>\n
Despite their differences, I think we\u2019ve come to a general understanding of the principles behind these regulations:\u202fLawfulness, fairness and transparency, Purpose limitation, Data minimisation, Accuracy and control, Storage limitation, Integrity & confidentiality, Accountability.\u202f Consumers are more aware of their rights, which is excellent. Legal actions have revealed blatant cases of malpractice, recklessness, unethical and clearly illegal actions. Marketers and analysts have appropriated the theory, but the practice remains a challenge.\u00a0\u00a0<\/p>\n
I think our obsession with \u201ccompliance\u201d has distracted us from the very reason these laws are passed: the humans about whom we collect data. In specialized focus groups and at conferences, I have seen leading experts in our industry passionately debate the need for consent dialogue or,\u00a0more often than not, the ways to avoid them altogether. I can\u2019t imagine users coming to a site and saying, \u201cI don\u2019t want to be tracked by your analytics tools or ad networks, but if Solution X is set up that way, I agree.\u201d Our users haven\u2019t reached that level of faith and trust in\u00a0Martech\/Adtech, and clearly, they will never have that level of interest.\u202f\u00a0<\/p>\n
Privacy laws and privacy conscious browsers are creating an ominous tension with\u00a0Martech\/Adtech\u00a0vendors who are pushing the envelope to the limits of\u202fcompliance. Anyone who has dealt with the GDPR and the many exceptions and slight differences in\u00a0ePrivacy\u00a0is a prime candidate to be committed to an asylum!\u00a0\u00a0<\/p>\n
So\u00a0what can we expect in 2021? Marketing has always been a matter of trust and building strong brand relationships. Hopefully, we will go beyond the Law and adopt the principles of transparency, control, and fairness not because they are legally required, but because they are ethically the right thing to do. Clearly, in 2021 and beyond, #NoConsentNoTracking, the art of privacy by design, and\u00a0putting the customer in control are values and steppingstones to customer centricity and a data-driven culture.\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/stephanehamer.png\")
<\/figure>\n<\/div>\nSt\u00e9phane<\/strong> Hamel<\/strong><\/a>
Program Director,\u202fFaculty of Business Administration, Laval University<\/a><\/p>\n
\n\u201cIt will be necessary to work hand in hand at the international level to avoid a balkanisation of our globalised environment.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\nRisk with respect\u00a0for\u00a0data protection found itself\u00a0under scrutiny in\u00a02020,\u00a0as companies recognised that\u00a0they need to find a balance between\u00a0digital data opportunities and accountability.\u00a0<\/p>\n
While\u00a0major platforms\u00a0continue to address\u00a0the\u00a0alignment between data flows and legal notices by \u201clawyering up\u201d, forward thinking actors acknowledge the rise of technical debt and\u00a0are\u00a0thinking more along the lines of the\u00a0ESG<\/a>\u00a0(Environmental, Social and Governance criteria).\u00a0\u00a0<\/p>\nThe\u00a0\u2018Gold Standard\u2019\u00a0of the GDPR\u00a0\u2013\u00a0still the leading global legislation\u00a0\u2013\u00a0remains the\u00a0benchmark,\u00a0embracing international\u00a0and\u00a0forward looking\u00a0contributions around consent.\u00a0However,\u00a0it is still\u00a0going through adjustments such as\u00a0how to deal with\u00a0the\u00a0\u2018one-stop-shop\u2019\u00a0principle,\u00a0and\u00a0avoid bottlenecks\u00a0linked with Brexit.\u00a0<\/p>\n
Europe\u2019s\u00a0ePrivacy\u00a0Regulation\u00a0also\u00a0still needs\u00a0to be settled. This has\u00a0highlighted\u00a0the utility of the other legitimate basis for processing personal data within the GDPR, as data moves server to server.\u00a0<\/p>\n
Increasingly, from a technical perspective, debates around \u201cwhere\u201d the processing is taking place\u00a0require collaboration between engineers and data privacy experts to align with companies\u2019 legal strategies.\u00a0This is\u00a0not only from a sovereignty perspective (in which country) but also opposing centralised to de-centralised ways of processing such as on devices.\u00a0\u00a0<\/p>\n
Finally, as supervisory authorities, consumer associations and competition authorities increasingly\u00a0work together to\u00a0align\u00a0themselves\u00a0from a legal perspective, private actors are heavily weighing in on the purpose limitation and data minimisation principles enshrined\u00a0within the GDPR<\/a>.\u00a0\u00a0<\/p>\nIt will be necessary to work together\u00a0internationally, as nobody wants any form of balkanization in\u00a0our\u00a0global world<\/a>\u00a0\u2013 both\u00a0between policy enforcers\/makers and private entities\u00a0\u2013\u00a0while the latter\u00a0has more interest in\u00a0collaborating\u00a0in terms of interoperability.\u00a0\u00a0<\/p>\nIf the objective of data-driven decision making is to optimise our societies, respecting individuals\u2019 dignity and autonomy, it will take\u00a0Two\u00a0or more to\u00a0Tango and move us all forward.\u00a0\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/Aur\u00e9lie-Pols-5-baja-683x1024.jpg\")
<\/figure>\n<\/div>\nAur\u00e9lie Pols<\/strong><\/a>
Data Governance & Privacy Engineer\u00a0<\/p>\n
\n\u201cOrganisations will aim to further train and inform users on\u00a0the reports provided by the analysts.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\n\u201cJust give me the numbers.\u201d Analysts hear that all the time. Our business counterparts get upset that they don\u2019t understand the data, don\u2019t agree with the results, and don\u2019t want to\u00a0be seen as\u00a0ignorant;\u00a0so\u00a0they argue. That will change now that analytics is embedded in everything in the business.\u00a0\u00a0<\/p>\n
Organizations will provide more education and training to those who utilize the output from analysts. This will happen because analysts are getting more education and training about how the business runs, how individuals are compensated, and how to interact differently with different types of decision makers.\u00a0<\/p>\n
It is the beginning of the detente where the business side better appreciates the complexity and fuzziness of analytics, and analysts better appreciate the complexity and anxiety of running a business, a department, or a campaign.\u00a0<\/p>\n
\n![\"\"](\"https:\/\/blog.atinternet.com\/wp-content\/uploads\/2021\/02\/Jim-Sterne.png\")
<\/figure>\n<\/div>\nJim Sterne\u00a0<\/strong>
Founder,\u00a0Digital Analytics Association<\/a><\/p>\n
\n\u201cIn 2021, more attention will be focused on contextual rather than personal data.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\nIn 2021 there is a new \u2018normal\u2019. Working from home as the new default and\u00a0as well as\u00a0respecting the privacy of online visitors.\u00a0\u00a0
\u00a0
With GDPR, e-privacy, the DSA and the shocking transparency report of\u00a0ISBA<\/a>\u00a0in place, it\u202fforces us to think more about alternative routes in digital advertising. We\u00a0are therefore\u00a0shifting\u00a0our focus more to\u00a0contextual instead of personal\u00a0data<\/a>, while\u00a0still\u00a0being\u00a0able to match\u00a0advertising\u00a0with\u00a0content.\u00a0\u00a0<\/p>\nSo, this year will be the ultimate \u2018momentum\u2019 \u202ffor\u00a0publishers to start monetizing no-consent inventory, while keeping the content accessible for a broad public. By doing so consumers\u00a0won\u2019t get annoyed by consent pop-ups,\u00a0and advertisers\u00a0will\u00a0still see an incremental uplift in results by targeting\u00a0based on\u00a0context. This will lead to more satisfaction on both sides and will provide a more mature and transparent Digital advertising ecosystem.\u00a0<\/p>\n
<\/figure>\n<\/div>\nLionel Cherpin<\/strong> Let me start with a controversial and possibly shocking statement \u2013 data and analytics will become even more mission-critical to business success in 2021. I\u2019m sorry for causing you to drop your coffee and break your favourite cup. Admit it \u2013 you thought 2021 would be the year we go back into the cave, embrace each other (from a distance) and switch off all digital devices.\u00a0<\/p>\n 2020 taught us to be mindful of predictions. COVID has turned our lives and business priorities on their heads. Many data and analytics initiatives were put on the backburner while organisations were forced unexpectedly to evolve their business strategy. Still true in early 2021 but the light at the end of the tunnel (vaccination) means many of the data and analytics initiatives that were paused in 2020 will be recharged in 2021 as our lives are further digitalised.\u00a0\u00a0<\/p>\n Key areas of progress:\u00a0<\/p>\n Hey \u2013 don\u2019t forget to get a new coffee cup for 2021.\u00a0<\/p>\n Michael Feiner<\/strong> 2021, the year of Live Shopping?\u00a0\u00a0<\/p>\n I think we all agree that 2020 has been a very unusual year for everyone.\u00a0\u00a0<\/p>\n For e-commerce, it has been an incredible boost driven by the need for many companies to digitalise quickly. We had to find simple and effective solutions to get started and transform their business. These solutions included live shopping, which is becoming a major trend in Europe.\u00a0<\/p>\n At Pikka, we are convinced that Live Shopping is easy to implement and very profitable for many retailers. It\u2019s a safe bet that after Asia, Europe will rapidly get into the live shopping game.\u00a0\u00a0<\/p>\n Beno\u00eet\u00a0Gaillat<\/strong> 2021 will be another year of far-reaching changes for digital marketing. European regulators have set out their position on trackers \u2013 and consent has been strengthened. With the publication of the\u00a0CNIL guidelines<\/a>, continuing to navigate no longer constitutes consent. This requirement calls into question the ability of all players to collect raw data as of 1st<\/sup>\u00a0April 2021. And the issue at stake\u00a0covers\u00a0the entire data analysis process: audience measurement, customer knowledge,\u00a0monetisation\u00a0of publishers\u2019 spaces and advertisers\u2019 ability to target. Also, claiming an\u00a0exemption from consent<\/a>\u00a0will require documenting the choices made.\u00a0<\/p>\n This situation creates a climate of regulatory risk. So, will the CNIL be lenient?\u00a0<\/p>\n Nothing is less certain; at the end of 2020, it showed that it had the will to act and enforce sanctions.\u00a0<\/p>\n At the same time, and despite two years delay, there are serious questions over the\u00a0maturity of the various players. Here are two\u00a0clear\u00a0examples:\u00a0\u00a0<\/p>\n In the coming months, everyone will have to prove their responsibility, prove their right to act and document their liability in anticipation of controls or complaints.\u00a0<\/p>\n To do this, the DPOs must anticipate. Transparency on processing \u2013 the foundation of the DPO \u2013 and public information will be key issues.\u00a0However, when you\u00a0realise\u00a0that two thirds of French people do not know that the web is financed by advertising, there is still a long way to go!\u00a0<\/p>\n S\u00e9bastien <\/strong><\/a>Gantou<\/a>\u00a0<\/strong> This past year, we have seen an increased focus on the GDPR and the advent of the CACP has finally helped to spread the importance of privacy beyond the borders of the EU. In Canada, too, in response to high-profile data leaks, legislation is finally catching up.\u00a0\u00a0<\/p>\n Despite their differences, I think we\u2019ve come to a general understanding of the principles behind these regulations:\u202fLawfulness, fairness and transparency, Purpose limitation, Data minimisation, Accuracy and control, Storage limitation, Integrity & confidentiality, Accountability.\u202f Consumers are more aware of their rights, which is excellent. Legal actions have revealed blatant cases of malpractice, recklessness, unethical and clearly illegal actions. Marketers and analysts have appropriated the theory, but the practice remains a challenge.\u00a0\u00a0<\/p>\n I think our obsession with \u201ccompliance\u201d has distracted us from the very reason these laws are passed: the humans about whom we collect data. In specialized focus groups and at conferences, I have seen leading experts in our industry passionately debate the need for consent dialogue or,\u00a0more often than not, the ways to avoid them altogether. I can\u2019t imagine users coming to a site and saying, \u201cI don\u2019t want to be tracked by your analytics tools or ad networks, but if Solution X is set up that way, I agree.\u201d Our users haven\u2019t reached that level of faith and trust in\u00a0Martech\/Adtech, and clearly, they will never have that level of interest.\u202f\u00a0<\/p>\n Privacy laws and privacy conscious browsers are creating an ominous tension with\u00a0Martech\/Adtech\u00a0vendors who are pushing the envelope to the limits of\u202fcompliance. Anyone who has dealt with the GDPR and the many exceptions and slight differences in\u00a0ePrivacy\u00a0is a prime candidate to be committed to an asylum!\u00a0\u00a0<\/p>\n So\u00a0what can we expect in 2021? Marketing has always been a matter of trust and building strong brand relationships. Hopefully, we will go beyond the Law and adopt the principles of transparency, control, and fairness not because they are legally required, but because they are ethically the right thing to do. Clearly, in 2021 and beyond, #NoConsentNoTracking, the art of privacy by design, and\u00a0putting the customer in control are values and steppingstones to customer centricity and a data-driven culture.\u00a0<\/p>\n St\u00e9phane<\/strong> Hamel<\/strong><\/a> Risk with respect\u00a0for\u00a0data protection found itself\u00a0under scrutiny in\u00a02020,\u00a0as companies recognised that\u00a0they need to find a balance between\u00a0digital data opportunities and accountability.\u00a0<\/p>\n While\u00a0major platforms\u00a0continue to address\u00a0the\u00a0alignment between data flows and legal notices by \u201clawyering up\u201d, forward thinking actors acknowledge the rise of technical debt and\u00a0are\u00a0thinking more along the lines of the\u00a0ESG<\/a>\u00a0(Environmental, Social and Governance criteria).\u00a0\u00a0<\/p>\n The\u00a0\u2018Gold Standard\u2019\u00a0of the GDPR\u00a0\u2013\u00a0still the leading global legislation\u00a0\u2013\u00a0remains the\u00a0benchmark,\u00a0embracing international\u00a0and\u00a0forward looking\u00a0contributions around consent.\u00a0However,\u00a0it is still\u00a0going through adjustments such as\u00a0how to deal with\u00a0the\u00a0\u2018one-stop-shop\u2019\u00a0principle,\u00a0and\u00a0avoid bottlenecks\u00a0linked with Brexit.\u00a0<\/p>\n Europe\u2019s\u00a0ePrivacy\u00a0Regulation\u00a0also\u00a0still needs\u00a0to be settled. This has\u00a0highlighted\u00a0the utility of the other legitimate basis for processing personal data within the GDPR, as data moves server to server.\u00a0<\/p>\n Increasingly, from a technical perspective, debates around \u201cwhere\u201d the processing is taking place\u00a0require collaboration between engineers and data privacy experts to align with companies\u2019 legal strategies.\u00a0This is\u00a0not only from a sovereignty perspective (in which country) but also opposing centralised to de-centralised ways of processing such as on devices.\u00a0\u00a0<\/p>\n Finally, as supervisory authorities, consumer associations and competition authorities increasingly\u00a0work together to\u00a0align\u00a0themselves\u00a0from a legal perspective, private actors are heavily weighing in on the purpose limitation and data minimisation principles enshrined\u00a0within the GDPR<\/a>.\u00a0\u00a0<\/p>\n It will be necessary to work together\u00a0internationally, as nobody wants any form of balkanization in\u00a0our\u00a0global world<\/a>\u00a0\u2013 both\u00a0between policy enforcers\/makers and private entities\u00a0\u2013\u00a0while the latter\u00a0has more interest in\u00a0collaborating\u00a0in terms of interoperability.\u00a0\u00a0<\/p>\n If the objective of data-driven decision making is to optimise our societies, respecting individuals\u2019 dignity and autonomy, it will take\u00a0Two\u00a0or more to\u00a0Tango and move us all forward.\u00a0\u00a0<\/p>\n Aur\u00e9lie Pols<\/strong><\/a> \u201cJust give me the numbers.\u201d Analysts hear that all the time. Our business counterparts get upset that they don\u2019t understand the data, don\u2019t agree with the results, and don\u2019t want to\u00a0be seen as\u00a0ignorant;\u00a0so\u00a0they argue. That will change now that analytics is embedded in everything in the business.\u00a0\u00a0<\/p>\n Organizations will provide more education and training to those who utilize the output from analysts. This will happen because analysts are getting more education and training about how the business runs, how individuals are compensated, and how to interact differently with different types of decision makers.\u00a0<\/p>\n It is the beginning of the detente where the business side better appreciates the complexity and fuzziness of analytics, and analysts better appreciate the complexity and anxiety of running a business, a department, or a campaign.\u00a0<\/p>\n Jim Sterne\u00a0<\/strong> In 2021 there is a new \u2018normal\u2019. Working from home as the new default and\u00a0as well as\u00a0respecting the privacy of online visitors.\u00a0\u00a0 So, this year will be the ultimate \u2018momentum\u2019 \u202ffor\u00a0publishers to start monetizing no-consent inventory, while keeping the content accessible for a broad public. By doing so consumers\u00a0won\u2019t get annoyed by consent pop-ups,\u00a0and advertisers\u00a0will\u00a0still see an incremental uplift in results by targeting\u00a0based on\u00a0context. This will lead to more satisfaction on both sides and will provide a more mature and transparent Digital advertising ecosystem.\u00a0<\/p>\n
CEO, Empirik<\/a><\/p>\n
\n\u201cAnalytics will become even more mission-critical to business success\u201d<\/strong>\u00a0<\/em><\/h2>\n
\n
\n
<\/figure>\n<\/div>\n
Digital Analytic Hub<\/a><\/p>\n
\n\u201cLive shopping\u00a0will become a major trend in Europe\u201d<\/em><\/strong>\u00a0<\/h2>\n
<\/figure>\n<\/div>\n
CEO,\u00a0Pikka.fr<\/a>\u00a0<\/p>\n
\n\u201cThe CNIL has shown\u00a0that it has the will to act and enforce sanctions.\u201d<\/strong>\u00a0<\/h2>\n
\n
<\/figure>\n<\/div>\n
Data Protection Officer\u202f(CNIL certified) and GDPR expert<\/p>\n
\n\u201c2021 and the years to come will be defined by the #NoConsentNoTracking approach, the art of privacy-by-design.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\n
<\/figure>\n<\/div>\n
Program Director,\u202fFaculty of Business Administration, Laval University<\/a><\/p>\n
\n\u201cIt will be necessary to work hand in hand at the international level to avoid a balkanisation of our globalised environment.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\n
<\/figure>\n<\/div>\n
Data Governance & Privacy Engineer\u00a0<\/p>\n
\n\u201cOrganisations will aim to further train and inform users on\u00a0the reports provided by the analysts.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\n
<\/figure>\n<\/div>\n
Founder,\u00a0Digital Analytics Association<\/a><\/p>\n
\n\u201cIn 2021, more attention will be focused on contextual rather than personal data.\u201d<\/em><\/strong>\u00a0<\/em><\/strong><\/h2>\n
\u00a0
With GDPR, e-privacy, the DSA and the shocking transparency report of\u00a0ISBA<\/a>\u00a0in place, it\u202fforces us to think more about alternative routes in digital advertising. We\u00a0are therefore\u00a0shifting\u00a0our focus more to\u00a0contextual instead of personal\u00a0data<\/a>, while\u00a0still\u00a0being\u00a0able to match\u00a0advertising\u00a0with\u00a0content.\u00a0\u00a0<\/p>\n
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