\n<\/p>\n
Getting you up to speed with all the latest in the Catching up\u00a0\u00a0 <\/p>\n
Today\u2019s consumers are increasingly\u00a0up to speed\u00a0with\u00a0ethical issues\u00a0and\u00a0keen to reduce the environmental impact of\u00a0the\u00a0products\u00a0they buy. At the same time,\u00a0public faith in the advertising and communication sectors is at an all-time low. In a recent France Inter podcast (available\u00a0here<\/a>\u00a0in French),\u00a0Gildas Bonnel, President of the\u00a0AACC<\/a>\u00a0(the French association of communications agencies)\u00a0discusses\u00a0\u2018eco-communication\u2019\u00a0and\u00a0the viability of\u00a0an advertising approach that\u00a0promotes\u00a0sustainability\u00a0and reduced consumption.\u00a0<\/p>\n With\u00a0social and environmental\u00a0responsibility\u00a0a key issue for many consumers and\u00a0up to 20% of the French public on the breadline, the ad\/comm\u00a0industry\u00a0is facing an existential crisis. While some\u00a0brands\u00a0choose to continue \u2018green hiding\u2019 (i.e.\u00a0sell\u00a0products that claim to be environmentally friendly but without explicitly promoting them), many brands\u00a0have woken up to\u00a0the need to revolutionise their\u00a0approach in favour of being\u00a0eco-friendly, Made in France, and 100% traceable.\u00a0<\/p>\n But\u00a0can brands really survive if they incite consumers to consume less? Gildas\u00a0argues<\/a>\u00a0that they can.\u00a0\u00a0<\/p>\n Brushing aside\u00a0the\u00a0deluge of corporate\u00a0Greenwashing<\/a>\u00a0in recent years, companies have realised that in order to\u00a0continue appealing to consumers and\u00a0survive in this new eco-era, they need to\u00a0be seen as\u00a0intrinsically virtuous.\u00a0By\u00a0adopting an intelligent approach to\u00a0brand storytelling<\/a>\u00a0that\u00a0conveys\u00a0an ethical vision and creates a bond with consumers, they can\u00a0foster\u00a0their\u00a0trust and\u00a0cement brand\u00a0loyalty\u00a0over the long term. Mass consumerism is about to be severely disrupted!\u00a0<\/p>\n Radio France\u2019s channel\u00a0France Inter<\/em>\u00a0has\u00a0confirmed its position as\u00a0the country\u2019s\u00a0leading radio station for the third consecutive year and posted its\u00a0all-time-best return (here in\u00a0French<\/a>). Taking full advantage of a\u00a0web analytics approach<\/a>\u00a0to optimising the station\u2019s performance, it confirmed its status as the airwaves\u2019 leading radio channel, clocking up a\u00a0total audience of\u00a0nearly\u00a06.5M\u00a0listeners\u00a0with an increase of over 100,000 on 2018 \u2013 this includes a\u00a0record audience share of 12.5%. The station is particularly popular with\u00a0under 35-year-olds\u00a0and is also the most listened to radio on digital media with 1.3M people tuning in\u00a0daily. In October 2019, it\u00a0totalled\u00a0more than 41 million on-demand\u00a0listeners\u00a0(eStat\u00a0Podcasts + AOD ACPM), and more than 37 million videos viewed, two\u00a0historical records<\/a>.\u00a0 <\/p>\n Since it was introduced in May\u00a02018, the\u00a0GDPR<\/a>\u00a0has been widely praised as the world\u2019s most innovative and\u00a0progressive\u00a0data protection framework.\u00a0However\u00a0a recent think tank\u00a0conducted\u00a0by\u00a0the\u00a0Montaigne Institute<\/a>\u00a0(an\u00a0independent\u00a0French\u00a0public policy\u00a0think\u00a0tank) pointed to the range of issues with the regulation and the need to\u00a0rapidly\u00a0address them (article\u00a0here<\/a>\u00a0in French).\u00a0<\/p>\n In the hundred-page study submitted to the European Union, the institute\u00a0carried out\u00a0a vast comparative analysis of the data protection regimes in force in Europe, the United States, India and China, and put forward a series of recommendations.\u00a0The report has been published in the context of the recent\u00a0Indian privacy bill<\/a>\u00a0draft and the upcoming\u00a0CCPA<\/a>\u00a0and calls for\u00a0urgent reinforcement\u00a0of the\u00a0GDPR.\u00a0<\/p>\n The institute\u2019s senior advisor\u00a0Fran\u00e7ois\u00a0Godement\u00a0points out that although the GDPR focusses heavily on\u00a0consent and information, it is far less clear on the uses of data and lacking any guidance on the protection of individuals in relation to the State. While India is looking for a middle\u00a0path\u00a0between Europe and China, the researcher calls on Europe to look to\u00a0the United States\u00a0where\u00a0personal data protection is mainly a matter of consumer law, which allows consumers to sue companies for misuse of data.\u00a0<\/p>\n The\u00a0think tank also\u00a0calls\u00a0for GDPR safeguards to be brought in such as limiting\u00a0the resale and reuse of data (with reference to the long-awaited\u00a0e-Privacy directive), setting\u00a0up a\u00a0framework for user identification\u00a0via\u00a0AI,\u00a0and unifying\u00a0the varied approaches of EU Member States.\u00a0It concludes that in addition to European fines, there should be a wider possibility for citizens to take legal action, including group actions, on the liability of companies that process data.\u00a0<\/p>\n In a move that has sent shockwaves through the European digital TV market, Bouygues Telecom has recently\u00a0joined forces\u00a0with Google\u00a0to set up a segmented TV advertising offering\u00a0(here<\/a> in\u00a0French). This will allow the range of channels whose content is viewed via Bouygues\u00a0digital TV\u00a0boxes\u00a0(Bboxes)\u00a0to adapt the\u00a0content\u00a0they broadcast to the profile of the people who\u00a0consume\u00a0it.\u00a0<\/p>\n Bboxes\u00a0are present in\u00a050% of French households,\u00a0and the move could generate \u20ac200M+ in revenue over the next 5 years. Using Google tech to act as a gateway between Bouygues Telecom and the channel ad-server, the\u00a0Bbox\u00a0channels will\u00a0collect\u00a0all\u00a0the necessary targeting information\u00a0\u2013 including\u00a0socio-demographic, location,\u00a0and\u00a0browsing behaviour\u00a0\u2013 in an offer set to roll out at the start of 2021.\u00a0\u00a0<\/p>\n Bouygues\u2019 decision has raised serious concerns\u00a0in the French media who are worried out their ability to preserve their independence and work with neutral and independent trusted third parties.\u00a0Competitor Smart\u2019s CEO Arnaud\u00a0Cr\u00e9put\u00a0stated that \u201cGoogle\u2019s entry into the French television market poses a major risk to the entire European ecosystem\u201d. He added that \u201canother [lost deal] would have buried Google\u2019s ambitions in France. But this decision completely rewrites the cards\u201d.\u00a0\u00a0<\/p>\n The\u00a0US tech giant\u00a0publicly\u00a0stated<\/a>\u00a0its ambition to\u00a0step into\u00a0the\u00a0European\u00a0digital\u00a0TV market\u00a0in 2019\u00a0\u2013\u00a0\u00a0it\u00a0has\u00a0just made a giant leap.\u00a0<\/p>\n A complaint\u00a0has been made to the\u00a0French CNIL against\u00a0CDiscount, Allocin\u00e9 and Vanityfair<\/a>\u00a0for carrying out cookie tracking despite users clearly refusing consent on their website\u00a0cookie banners.\u00a0<\/p>\n In a report on\u00a0Noyb.eu<\/a>, the\u00a0CDiscount\u00a0online sales site,\u00a0Allocin\u00e9\u00a0movie guide and Vanity Fair fashion magazine\u00a0allowed\u00a0hundreds of advertising targeting companies\u00a0to\u00a0track\u00a0their\u00a0users\u2019\u00a0online activity,\u00a0despite consent\u00a0refusal.\u00a0The report cites Facebook and targeting companies such as AppNexus and PubMatic as being recipients of these cookies who placed tracking cookies after users had clearly objected to any tracking.\u00a0<\/p>\n By using the Cookie Glasses extension, data subjects were able to see that their personal information had been made available to\u00a0a\u00a0large number of\u00a0\u201csellers\u201d and that the \u201cAccept cookies\u201d tool had been completely ignored during processing.\u00a0<\/p>\n The groups concerned are theoretically liable to a maximum fine of 4% of\u00a0their\u00a0worldwide annual turnover, in proportion to the number of persons\u00a0affected\u00a0in France.\u00a0<\/p>\n In effect from\u00a0January 1st<\/sup>, 2020, the\u00a0CCPA<\/a>\u00a0has come under increasing\u00a0scrutiny<\/a>\u00a0for its broad definition of how the \u201csale\u201d of data applies to digital advertising. Although digital advertisers use a variety of types of information that may be personal and is exchanged with other companies to fulfil their purpose or services, it is unclear to what extent they will comply with the CCPA.\u00a0<\/p>\n Under the standard interpretation of the law, a sale is not simply the exchange of California residents\u2019 personal information for money,\u00a0but for any business value. A publisher passing a device ID to an ad tech firm to fill a programmatic ad impression or an advertiser sharing a list of IP addresses to an agency for targeted advertising could be considered\u00a0as\u00a0a sale of data under the law.\u00a0Or the opposite could be the case!<\/p>\n However, the playing field is unclear for agencies that take people\u2019s information collected by clients and create models for planning and buying purposes. Actors in the ad tech industry are asking whether modelling data and extracting segments for targeting\u00a0equates to\u00a0adding value, or just analysing the data. There is also the question of whether the information passed along the programmatic supply chain constitutes a sale under the CCPA. Watch this space to see how the regulation takes hold in 2020.\u00a0<\/p>\n The\u00a0e-grocery industry<\/a>\u00a0has been stifled over the years by\u00a0impossible-to-navigate and\u00a0zero added value\u00a0UX \u2013 meaning that the market is one of the only e-commerce segments where desktop still rules.\u00a0This could be about to change with the new French e-grocery\u00a0mobile\u00a0app\u00a0Jow<\/a>.\u00a0\u00a0<\/p>\n The app creates a customised menu considering user tastes, budget, kitchen appliances,\u00a0whether or not\u00a0they have children, and checks the availability of the ingredients in the local supermarket. It then automatically fills their cart with all the ingredients they need to cook the meals. Users can also purchase with a single click, and the app synchronises with the chosen supermarket delivery or pickup service.\u00a0\u00a0<\/p>\n The app has raised considerable funding from affiliate supermarkets that want to use the service to acquire younger, mobile-first customers.\u00a0As well as the 50x improvement on the e-grocery funnel, the UX is seamless and allows users to do their weekly shop in as little as a minute while commuting to or from work.\u00a0Oh,\u00a0and it also helps to choose the exact quantities needed to avoid waste and be more\u00a0eco-friendly\u2026\u00a0<\/p>\n See you next time on the Internets!\u00a0<\/p>\n France Inter\u00a0blazing a trail!<\/strong>\u00a0 <\/h2>\n
GDPR\u00a0<\/strong>shortfalls<\/strong>\u00a0\u2013 winning the personal data battle<\/strong><\/h2>\n
Bouygues\u00a0<\/strong>TV\u00a0<\/strong>gives\u00a0<\/strong>Google<\/strong>\u00a0a lifeline in Europe<\/strong><\/h2>\n
No means no\u2026 French companies under the CNIL microscope<\/strong><\/h2>\n
Complying with the CCPA<\/strong><\/h2>\n
C<\/strong>ook<\/strong>ing<\/strong>\u00a0up a<\/strong>n e-grocery<\/strong>\u00a0storm<\/strong><\/h2>\n