Understanding the GDPR and Account-Based Experience

What is the GDPR?

The General Data Protection Regulation (GDPR) is a regulation put forth by the European Union Parliament focused on data protection for individuals in the EU. The GDPR is an update to the 1995 Data Protection Directive, and includes stricter requirements for handling personal data and data subject rights. The GDPR has become a major focus for businesses worldwide, as it applies to any global business that handles the data of EU citizens.

What does the GDPR mean in an Account-Based Experience world?

Marketers, advertisers and technology services providers across the globe are tasked with updating their processes and best practices to meet the new requirements under the GDPR. Collectively, the industry is working towards preserving and protecting the data and privacy rights of individuals while maintaining the growth and value of digital advertising and marketing ecosystems. Companies who use those technologies also have responsibility to be compliant, both in terms of 1st party and 3rd party data. Those who are found to violate the GDPR will not only risk a steep fine from the EU, they will struggle to work with vendors, customers and partners, who will require evidence of the GDPR compliance to do business.

As a data-rich company, how is Demandbase addressing the GDPR?

As a leader in the space, Demandbase has devoted significant resources towards the GDPR compliance. We have determined a course of action that we believe represents the best interest of our customers, individual end-users, and the industry as a whole. As custodians of personal data, we are focused on best practices for managing, processing and storing personal data within the ABX landscape. Our plan includes:

    • Maintaining EU-U.S. and Swiss-U.S. Privacy Shield Certification
    • Adherence to principles of user consent, data minimization and data subject rights
    • Review technical and organizational measures to ensure an appropriate level of security

GDPR Resources and Updates

We’ll continue to update this page with new content and information on GDPR marketing, so please check back often. You can also email privacy(at)demandbase.com with specific questions about Demandbase.