Europe’s Impending Crackdown On Measurement
Since our Jan 24th blog post, we continue to receive a number of questions about privacy violations in Europe and the impact on measurement. So here’s a short video by our CEO, Brian Krebs, that clearly describes Europe’s impending crackdown on measurement and what you can do. In particular, shifting to privacy preserving measurement is going to be critical. MetricWorks Polaris was designed to preserve privacy and deliver superior marketing measurement. Book a meeting to find out why.
In summary, for most app companies, the only real options to avoid massive fines similar to those we have seen so far are:
- Block access to European users completely (avoid jurisdiction of European regulators).
- Remove MMP SDKs from all apps and completely cease measurement activities.
- Continue using MMP SDKs, but ensure no device data is collected unless consent is granted (e.g., disable fingerprinting), meaning only deterministic last touch would be available and only for the few users that the MMP has double opt-in for (this may not even be possible for many MMPs at the moment and you’d still need a custom consent dialog for Android since there’s no ATT equivalent).
- Migrate completely to measurement methods that don’t require the collection of device data such as SKAN (iOS only), MMM, and geo lift testing (avoid collecting device data for the purpose of measurement altogether).
If you’d like to discuss this topic further, feel free to book a time or contact us.