Europe and European companies have tended to lead the pack when it comes to data protection concerns and regulations. ExchangeWire chats with Amit Dar (pictured below), general manager U.S. of global end-to-end mobile advertising platform Taptica about ensuring data privacy within the GDPR framework, EU approaches to regulation, and U.S. attitudes to GDPR.

ExchangeWire: How are you ensuring that you and your clients are GDPR-compliant?

Amit Dar, General Manager U.S., Taptica

Amit Dar: Taptica is committed to data protection compliance throughout its offering and is taking all steps necessary to ensure a structured approach to managing its business. All relevant aspects are being reviewed, necessary actions are being taken, and Taptica will continue to update and implement ongoing review processes and policies in order to meet industry developments and ensure Taptica satisfies the requirements under the applicable law.

Why do you feel that EU countries tend to lead when it comes to data regulation?

EU countries tend to lead when it comes to regulation in general, not only data-related policy. In the past, we have seen the EU also be the only one to stand up and fine ‘big tech’ companies. EU society and governments are not phased by taking a stance against companies that are highly profitable. Therefore, we will always see the EU set the tone first.

What are some of Taptica’s 'best practices' when it comes to data and privacy?

We are focusing on what the user does with the ad that is shown. We do not use any tool that remains on the mobile device – nor does it collect data that is outside the ad. No personal data concerning users – such as name, identification number, social group, ethnic origin, email, or phone peers – is collected or stored.

Which GDPR practices do you think that the U.S. should adopt?

I think there should be a regulatory entity that decides these things worldwide. There are no boundaries or countries online; and users now travel more than ever before. Eventually, I think the U.S. will follow suit, not necessarily on the legislative end, but probably as an industry this will become the standard.

Working with U.S. and UK clients, how do you think ad tech companies will take to the impending CONSENT Act?

First, the CONSENT Act is hardly impending. Congress has introduced only two online privacy laws in the past 10 years, neither of which passed. There might be a bit more momentum now with GDPR; however, there is still no Republican sponsor, and the U.S. has historically elected to favour profits over privacy. Second, ad tech has and will continue to manoeuvre with the regulations and tech evolving around it. I think it will provide room for innovation and creativity and make user experience and ads that much more relevant.