This involves a two-step process. First

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Discussions are also ongoing to overhaul the currentePrivacy Directive, which is widely viewed as no longer fit for purpose. All ofthis legislation has the potential to impact the data processing activities ofmarketers operating within the European Union. Read more about the DigitalMarkets Act and the Digital Services Act at Usercentrics. Data protection mustbe included from the start According to Chiefmartech, there are more than .

marketing technology platforms; a figure that grows by C Level Executive List the year. Many of thesetechnologies use personal data to more effectively reach and target variousconsumer audiences. Marketers contemplating a new platform, or indeed any newstrategies involving the use of personal data, should ensure data privacy isconsidered at the outset. The GDPR’s principle of data protection by design anddefault is key here. One of the best ways to comply with this principle is byundertaking what is known as a Data Protection Impact Assessment DPIA.  a pre-DPIA is undertaken, whereby a seriesof high-level questions are asked to assess if the project has the potential topose significant privacy risks. If such risks are identified, then a full DPIAmust be completed. At this point detailed analysis of the project takes place,including consultation with key stakeholders. Such an approach allows for arecalibration of a project if the privacy risks are too high, or the adoptionof mitigating actions to reduce the risk level.




Examples for marketers mightinclude the introduction of a new first-party data strategy or the introductionof a CRM platform. It is generally considered best practice that any newmarketing tools that may utilise personal data should be subjected to a DPIA.AI and Data Privacy Artificial Intelligence AI platforms are becomingincreasingly popular with marketers, powering activities such as automatedwebsite chatbots.