Perhaps ANA was prescient in acquiring the Data and Marketing Association, considering the Association of National Advertisers’ May 31 announcement about the merger came just days before it was clear just how much the organization needed help with data. On Friday, ANA said it would be compliant with the General Data Protection Regulation (GDPR) “within the next two weeks.”
ANA’s acquisition of DMA is official on July 1.
GDPR, the E.U.’s data law protecting its citizens’ private data, went into effect on May 25. ANA isn’t alone in being behind on compliance. But it is a trade organization for the marketers who do need to comply with the rules.
So Target Marketing sought a statement from ANA about its site. Here’s ANA’s answer on Friday:
“While it is of course true that the marketing industry is global in nature, the ANA is a U.S.-based trade association and the vast majority of visitors to our website are U.S.-based. In fact, our website attracts only a minimal amount of overseas traffic, and since GDPR went into effect we’ve had less than a dozen requests for access. In any event, within the next two weeks ANA’s website will be open to all E.U. traffic.”
The day before, Ad Age reported the data-driven snafu:
“Although the ANA is an American-based organization, most of its members have a global presence, or might be traveling overseas to events such as the Cannes International Festival of Creativity.
“The ANA's tardiness is surprising. Between GDPR, ePrivacy and data debacles such as Facebook's Cambridge Analytica scandal, it's fair to say the ad industry is very focused on regulations right now, and many companies are looking to their trade groups for guidance.
“The Data and Marketing Association, which the ANA will acquire come July 1, does have a functioning website for E.U. visitors.”
What do you think, marketers?
Please respond in the comments section below.