A prominent supplier of permission management systems, Usercentrics, has released information on remarkably low GDPR compliance rates across a number of EU businesses. The Digital Markets Act (DMA) enforcement, which is set to commence on March 6, 2024, would make the current disregard for data privacy and user consent even more dangerous.
Advertisers should take note of the Digital Markets Act’s warning: without authorization, no money
Though it’s frequently forgotten, the DMA will also have an impact on all businesses with digital operations in the EU that depend on the platforms and services of the six “gatekeeper” companies named by the European Commission: Alphabet, Amazon, Apple, ByteDance, Microsoft, and Meta.
“The DMA will be a big wake up call for a lot of companies. It basically means: no consent, no revenue. It’s not just an additional regulation requiring companies with business in the EU and EEA to obtain explicit consent from users before processing their personal data. On top of it, gatekeepers will likely require companies using their services for advertising, ecommerce, analytics and more to adopt compliant consent management processes.”
Donna Dror, CEO, Usercentrics
For gatekeepers, breaking the Digital Markets Act has a very high risk. Third parties, on the other hand, run just as much danger from noncompliance because they would lose access to the user base, data, and services that Google, Meta, and other companies provide, along with data, audience, and money.
Preserve your analytics data and advertising income: Usercentrics prepares you for the DMA
The good news is that it’s simple to comply with the requirements of the gatekeepers and the Digital Markets Act. Companies may tell users about what data is collected, why it is gathered, and who it may be shared with by using Usercentrics and Cookiebot Consent Management Platforms (CMPs). After that, they can gather and preserve legitimate consent, which they can then give to gatekeepers.
By facilitating direct interfaces with popular web and e-commerce content management systems (CMS), such as WordPress, Magento, HubSpot, Joomla, and Shopify, the CMPs make DMA compliance simple. They also support cross-platform frameworks including iOS, Android, Unity, and React, as well as app and TV platforms.
