Advertising in social networks : Who dealt already with data pirates?

a few years Ago it was said that data is the new Oil. Facebook has this Mantra come true. As a well-lubricated data refinery platform provides a coveted fuel for the advertising industry: accurate user profiles en masse. These advertising companies can cost a lot. Facebook alone in the last year more than 50 billion dollars with data-driven advertising. The Internet group, which also includes Instagram and Whatsapp, dominates together with the Google parent company, Alphabet the market for digital advertising.

The data-duopoly achieved in 2018 with a combined turnover of around 195 billion dollars - and thus is already about 80 percent of what was able to capture the "real" oil giant Exxon Mobil. In the face of this market power, and the announcement by Facebook that its services are technically together, it is now up to the advertising companies, to argue that you get a arbitrary free, equal place on the platform. And that the restrictions on the usage data of all users are respected. Advertisers need to be aware of their Power, to be able to market abusive behaviour to avoid.

it is Important to ensure, above all, that you get access to those Algorithms, which influence the reach of your Ads and their Position in relation to other companies. So with the necessary transparency could be produced. Furthermore, the interoperability of the platforms should be fixed to each other by the advertisers. Facebook in particular has won in advertising on Smartphones a dominant position in the market. The not left to the cartel office hidden. The competition authority pays special attention to how Facebook refers to its data, raw material, and the extent to which processing of the existence of violations of the law.

terms and conditions for the collection of data may not be imposed

the focus is on the question of a lawful use of data and access to Facebook, Instagram, and Whatsapp. Accordingly, the Federal cartel office has decided recently that users - consumers and businesses - certain terms and conditions for the collection and use of data by Facebook and its affiliates shall not be imposed. Because Facebook has been working for years with data from users that have not an Account on the Social Media platform will have a processing of your from Facebook elsewhere on the collected data.

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but writes the data protection regulation. And it is precisely this practice, which is against the basic legal informational self-assured is in breach determination, has advanced the cartel office therefore, after three years of testing a latch. In view of the previous dealings with the authority of the state Thomas Nötting has noted in the journal "& Sell" Advertise that only the advertising companies can move driving Facebook to a sustainable Change in its functioning. Open the question of who should enter the company in action.

The Marketing and Media Manager, investing up to three-digit million budget in advertising, seem to be biased. A survey of the organization of the advertisers brought this recently to the point. On the question of what from the point of view of marketing professionals, 2019 was the biggest challenge, the answer was "a lack of transparency at Google and Facebook". Asked for the type of Media in which the marketing want to the decision makers in this year, their Investments on the most extend, was the majority answer: "Social Media", i.e. Facebook and Instagram.

The pricing is not traceable

In their Efforts to reach young target groups via classical media little more responsive, not cling marketing is the decision-makers of nearly every straw, knowing that look very reliable. So, if money in platforms is invested, should information be required. Especially when even the professionals don't trust them, because their pricing is understandable, they do not allow for a neutral Review of the advertisement effect and the performance of the services underlying methods are transparent.

to give Every larger company has, for years, Social Media Guidelines to employees for dealing with digital platforms. But a set of rules for the design of business relationships to these platforms. To Compliance have made divisions in the past few years, important and good work to a clear set of preference rules. So it would be for any German company would be unthinkable to work with suppliers of brand piracy are suspicious. For data pirates this is not true. Not yet.

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Social networks Facebook other corporate data access Allowed?

Carsten Werner, Sebastian Christian

Christian Bachem has a PhD in media economist and as a Partner of the strategy consultancy, brand service Manager of the Berlin office.
Jan Froehlich is a specialist lawyer for Intellectual property law in the area of antitrust law.