As a free and open contribution to the ad tech community, OpenX is also making available a GDPR-ready data processing agreement (DPA) drafted in consultation with leading U.S. and EU privacy counsel.

This “open source” DPA was published today to www.openx.com/GDPR as a resource for publishers to expedite their compliance process with other technology partners that may process the publisher’s EU personal data. OpenX is also making available other GDPR-related resources on its website, including a guide for obtaining certification under the Privacy Shield, which is an important legal mechanism for validating the transfer of EU personal data out of the EU to the U.S.

“GDPR is the single most significant regulation in the history of digital advertising,” said Doug McPherson, chief administrative officer and general counsel at OpenX. “It replaces a patchwork of EU national rules with a single regulatory framework with global reach and strict penalties for those who fail to comply. GDPR applies to every company, wherever they are located, that offers goods or services to EU citizens or receives, stores or sends personal data from any EU citizen. At OpenX, we are committed to being the highest quality and most trusted partner to the thousands of leading publishers and top brands that rely upon our exchange. We committed early on to investing significantly in GDPR compliance and in educating the industry about its implications. We have taken the extra step today to make available a data processing agreement and other resources in order to move the entire industry towards greater accountability and trust.”

According to one recent analysis, leading publishers today can have hundreds of technology partners with access to their consumer data via code on their page. Under GDPR, publishers will be responsible for ensuring regulatory compliance for data security for every single partner they allow to access their data. Failure to comply effectively could result in significant penalties — up to the greater of €20,000,000 or 4% of worldwide annual revenue.

The post OpenX Announces GDPR Publisher Compliance Ahead of Schedule appeared first on Mobile Marketing Watch.

“If you’re still wondering if it’s the year of mobile,” Ad Age asks in the formal announcement of its insightful new report, “you’ve already missed it. While the medium pales in advertising dollars spent — just $6.4 billion worldwide in 2012 — it occupies an outsized place in the marketer’s consciousness. Why? The smartphone, now carried by nearly half of all Americans who own a mobile phone, is a computer, a camera, a map, a compass and, for a small-but-growing number, a wallet.”

The new report delves into multiple aspects of the mobile industry, including the ranking of today’s  most profitable agencies in terms of their mobile revenue.

Among the report’s most interesting aspects is Ad Age’s exploration of the growth inside the mobile eCommerce industry.

While widespread use of the mobile phone to pay for things seems a way off, the phone is now dictating buying decisions as much as any devices before it.

To read the Ad Age report in full, click here.

The post Ad Age Touts ‘Mobile Marketing Fact Pack’ appeared first on Mobile Marketing Watch.

With 22.8 million paying customers – comparable to that of Comcast’s subscriber base – Netflix has been perceived by many as a threat to traditional cable TV media consumption, particularly given the company’s recently expressed appetite for original programming.

But not so fast, says Netflix CEO Reed Hastings.

Speaking this week at the Wired business conference in New York, Hastings said there’s no plans to compete with cable.

“The fear is that if Netflix gets bigger that it tries to become an internet MSO,” Hastings revealed according to Advertising Age. “But if you play in too big a market, the incumbents will fight you and you’re unlikely to emerge alive from that battle.”

Netflix – which “purposefully plays in a niche market and lies somewhere between raw online video and a full-fledged pay TV service such as Comcast” – doubled its net income in the first quarter of this year on revenues of $719 million.

For the time being, the likes of Hulu is poised to remain a bigger competitor to Netflix.

Hulu Plus, which similarly delivers a comprehensive library of rerun content, also charges a $7.99-per-month fee.

“Hulu Plus launched about nine months ago but we’ve been able to grow in that time,” Hastings told Ad Age. “I think we’re doing alright.”

The post Netflix Announces No Plan to Combat Cable Television appeared first on Mobile Marketing Watch.