Marketing vs. GDPR: Reconciling personal data…
Marketing vs. GDPR: Reconciling personal data protection and digital prospecting
Between regulatory pressure and the need for performance, digital marketing is at a turning point. Discover Sia's new study to decode the adtech ecosystem, anticipate penalties, and secure data collection strategies while supporting growth.
A growing number of players, increasingly sophisticated targeting technologies, tighter regulatory frameworks, and a sharp rise in financial penalties imposed by European authorities: for the past decade, the digital marketing ecosystem has had to adapt to an environment that is ever more restrictive and complex.
In this context, marketing, data, and compliance teams must navigate between two imperatives: maximizing the effectiveness of their acquisition strategies while meeting a level of regulatory requirements that continues to rise.
To address these challenges, our experts are publishing a comprehensive study of the sector, its risks, and the levers that can help secure—without slowing them down—your legal strategies for protecting personal data.
The amount of fines imposed by EU supervisory authorities for recurring violations linked to “marketing” activities since 2022.
€3+ billion
Overview: a detailed panorama of the digital advertising ecosystem.
Advertisers, media agencies, adtech companies, data brokers, social platforms, routers, publishers… The study breaks down the market structure and the role of each player.
- A macroeconomic view of the targeted advertising value chain;
- A detailed mapping of the data collected and the associated level of intrusiveness;
- Insights into how databases are built, adtech business models, and profiling dynamics.
An exclusive analysis of the level of risk: penalties, regulatory trends, and key case law.
Prospecting and ad targeting are among the priorities of supervisory authorities. To identify high-risk areas and anticipate their operational and financial impacts, our study provides:
- A chronological analysis of major enforcement actions (Meta, TikTok, Google, LinkedIn, etc.);
- A summary of the most frequently sanctioned violations (consent, transparency, transfers outside the EU, cookies, data subject rights, etc.);
- A contextual overview of key developments in case law.
Top priority watch points for DPOs and legal departments.
What are the most common contractual pitfalls with processors? Is legitimate interest still a solid legal basis for ad targeting? How can dark patterns be avoided in consent interfaces?
The study provides an operational analysis of:
- Frequent contractual shortcomings in online advertising;
- The criteria for the validity of legitimate interest for marketing processing;
- A mapping of deceptive interfaces (dark patterns) and their consequences in the event of non-compliance.
Best practices for reconciling marketing performance and compliance.
Going beyond diagnosis, we highlight practical levers to:
- Secure sign-up and consent journeys;
- Govern controller/processor relationships within complex ecosystems;
- Maximize transparency and data control;
- Industrialize audit, documentation, and monitoring processes;
- Reduce risk without stifling business performance.