As many of our readers, customers, and partners are aware, major data protection changes are already in motion leading up to the official date of GDPR enforcement. A wide expansion of rights on behalf of data subjects, these new EU-wide privacy rules set to create a seismic shift in the way personal information is defined, processed, used, and transferred, the implications far extend beyond Europe’s borders.
As the Data Privacy Officer at Dynamic Yield (holding CIPP/E and CIPM accreditations from the International Association of Privacy Professionals), I wanted to share with you what we know about the latest advancements in privacy, what data protection success looks like, and the steps our organization is taking to ensure compliance.
What is GDPR?
GDPR, or the General Data Protection Regulation, is essentially a codification of privacy and data protection regulations. The aim of GDPR is to provide consistent guidance on privacy and data protection and respect for personal data of EU data subjects. GDPR replaces the previous EU privacy directive of 1995 and introduces some interesting concepts and changes to the preceding privacy and data protection regime.
Why is everyone suddenly so concerned about data privacy and protection?
GDPR, which is set to come into effect on May 25, 2018, has introduced many changes to the existing privacy regime. Let me discuss three of these changes:
- The requirement to receive a data subject’s consent to collection and processing of their personal data has been greatly broadened to include many cases which had previously not required such consent. A concept of “explicit consent” has also been introduced for more extreme cases, such as the collection and processing of what we call “sensitive” data, like religious affiliation, sexual orientation, trade union membership, etc.
- Another major change introduced by GDPR is the strict penalties levied upon violators of GDPR provisions, including fines which can reach upwards of $20 million and 4% of a company’s global revenue. This change alone would be enough to get everybody’s attention.
- Most importantly, for companies like Dynamic Yield and its clients, GDPR introduced a major change by widening of the definition of “Personal Data” which is regulated by GDPR, to include what we call “persistent online identifiers” such as cookies, which are small text files storing tiny pieces of data on a user’s browser. What this essentially means is that all data collected by personalization platforms, and stored within these identifiers, is now regulated and requires special treatment.
What is the scope of GDPR?
GDPR applies to companies which operate in the EU but isn’t limited in scope to such companies. GDPR actually applies to any company handling personal data of EU data subjects, regardless of the location of such company.
The tentacles of GDPR are essentially extended globally to capture any website which stores information obtained from any EU site visitor, which, as you can imagine, probably includes every large website around the world. Whether you’re a European company, a North American Company, or a Japanese company, if you collect and process information of EU data subjects, you are subject to compliance with the provisions of GDPR.
What are “Controllers” and “Processors” and how does GDPR treat each of these?
A “Data Controller,” according to GDPR, is an individual or body which “alone or jointly with others, determines the purposes and means of processing of personal data.” As you can guess, GDPR largely deals with the legal obligations of controllers, including obtainment of consent, explicit consent, opt-in mechanisms, accountability, breach notifications, etc.
On the other hand, “Data Processors,” are those which “process personal data on behalf of the controller.” Processors are agents of the controllers and carry the technical processing on their behalf. Dynamic Yield and other personalization platforms serve as “processors” to its clients which serve as the “controllers” (naturally, Dynamic Yield may serve as a controller in other capacities such as marketing activities). However, Dynamic Yield is committed to not only complying with the processor related regulations but to assisting controllers in their own compliance when it comes to managing a personalization program with Dynamic Yield.
How does Dynamic Yield help controllers comply with GDPR?
At Dynamic Yield, we aim to provide our controller customers with the comfort knowing we’re doing everything in our power to make sure we, as processors, and our customers, as controllers, can operate jointly and freely while remaining compliant with GDPR.
- We are in the midst of establishing a brand new EU data center for customers who wish to store their users’ personal data within the confines of the EU.
- We are providing the ability to opt-out of DY services should any end user wish to do so, opting instead to receive unpersonalized experiences.
- We are strengthening our security measures for cross-border transfers, so we can continue to transfer personal data to our other processing locations without any risk of breach, all while remaining complaint under the adequacy decision fostered by the Privacy Shield framework.
- Lastly, as Data Privacy Officer, I have overseen the creation of a data subject complaint repository, and the flow for deleting, modifying, or transferring personal data upon request from a data subject. Essentially, any rights on the part of the data subject which requires controller adherence, Dynamic Yield will provide assistance where feasible.
Are cross-border transfers allowed under GDPR?
There’s a common misconception in the market about GDPR and cross-border transfers, particularly to the US. For those of you who’ve been following, in October of 2015, the European Court of Justice nullified the Safe Harbor framework. This was essentially an aggregation of guidelines which, if followed, rendered the measures undertaken by an American recipient of data as “adequate” under EU law. After this nullification, joint EU and US governmental authorities introduced the Privacy Shield framework which strengthened the requirements on US data recipients if they wanted their measures to be deemed as “adequate” by the EU authorities. GDPR doesn’t actually change this, and the Privacy Shield framework continues to serve as the agreed-upon framework for the transfer of personal data from the EU to the US.
As Dynamic Yield is “Privacy Shield” certified, our customers in the US and in the EU don’t have to concern themselves over whether their data is stored in the EU or in the US, as we and they would remain compliant under GDPR irrespective of the location in which the data is stored. However, we will provide the option of a brand new EU data center should a European controller require this explicitly.
Final words
As GDPR has introduced new concepts, especially in terms of its violation penalties, we expect to see website owners become much more selective about their choice of processing vendors, contracting only with those processors who take data protection seriously.
We at Dynamic Yield respect the data concerns of our customers and have committed to making sure they can use our personalization engine safely and compliantly. I would also like to invite any customer, partner or anyone contemplating working with Dynamic Yield to further discuss GDPR and other privacy matters directly with us over the next few months until GDPR kicks in.
If you have any additional questions about how Dynamic Yield is getting GDPR ready, please feel free to contact privacy@dynamicyield.com.
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href="https://www.dynamicyield.com/experience-os/"><span class="menu-banner-img-wrap"><img class="menu-banner-img-desktop" src="/wp-content/uploads/2024/10/expos-nav-updated.png" width="218" height="131" /><img class="menu-banner-img-mobile" src="/wp-content/uploads/2024/10/expos-nav-updated-mobile.png" width="114" height="98" /></span><span class="menu-cta-text-wrap"><span class="menu-cta-subtitle">Get an overview of Dynamic Yield’s product and see why we’re known as the Experience OS.</span> <span class="menu-cta-button">Learn more →</span></span></a></li></ul></div></li><li class="left"><div class="key_caps-wrapper"><h2>Core Capabilities</h2><ul class="links-list"><li class="key-caps-segment menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/segmentation/"><svg version="1.1" id="audience" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="audience-green" fill="#4FB294" d="M9.291,30H30V9.291C18.562737,9.291,9.291,18.562737,9.291,30z"/><path id="audience-black" d="M12.527,15.947C9.240353,12.385597,4.806085,10.093244,0,9.471V30h7.639 C7.632218,24.897682,9.35532,19.943764,12.527,15.947z"/><circle id="audience-circle" fill="#4FB294" cx="15" cy="4.967" r="4.967"/></svg>Segmentation<span>Identify, build, and analyze audiences</span></a></li><li class="key-caps-omnichannel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/targeting/"><svg version="1.1" id="personalization" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 20.987 30" style="enable-background:new 0 0 20.987 30;" xml:space="preserve"><path id="personalization-black-2" d="M20.987,19.507c0,5.795401-4.698099,10.4935-10.4935,10.4935S0,25.302401,0,19.507H20.987z"/><path id="personalization-pink" fill="#EE3968" d="M18.143,10.245c0,4.224978-3.425022,7.649999-7.65,7.649999S2.842999,14.469978,2.842999,10.245 H18.143z"/><circle id="personalization-black-1" cx="10.494" cy="4.307" r="4.307"/></svg>Targeting<span>Serve each customer with unique offers</span></a></li><li class="key-caps-recs menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/recommendations/"><svg version="1.1" id="recs" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 30 30" style="enable-background:new 0 0 30 30;" xml:space="preserve"><path id="recs_4" d="M15.953,30H30V15.953H15.953V30z"/> <path id="recs_3" d="M0,15.953V30h14.047V15.953H0z"/><path id="recs_2" fill="#FFA354" d="M30,14.047V0H15.953v14.047H30z"/><path id="recs_1" d="M14.047,0H0v14.047h14.047V0z"/></svg>Recommendations<span>Algorithmically predict customers’ interests</span></a></li><li class="key-caps-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/journey-orchestration/"><svg version="1.1" id="trigger" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 26.017 30" style="enable-background:new 0 0 26.017 30;" xml:space="preserve"><path id="trigger-black" d="M14.017,12h12l-12,18V12z"/><path id="trigger-purple" fill="#5D39B9" d="M12,18H0L12,0V18z"/></svg>Journey Orchestration<span>Reach customers at critical moments</span></a></li><li class="key-caps-abtesting menu-item menu-item-type-custom menu-item-object-custom"><a href="/optimization/"><svg version="1.1" id="testing" xmlns="http://www.w3.org/2000/svg" xmlns:xlink="http://www.w3.org/1999/xlink" x="0px" y="0px" viewBox="0 0 28.713001 30" style="enable-background:new 0 0 28.713001 30;" xml:space="preserve"><path id="testing-blue" fill="#6BDADA" d="M15.831,0c7.114532,0,12.882001,5.767468,12.882001,12.882S22.945532,25.764,15.831,25.764l0,0V0z"/><path id="testing-black" d="M12.882,30C5.767468,30,0,24.232533,0,17.118S5.767468,4.236,12.882,4.236V30z"/></svg>Optimization<span>Experiment on any digital property</span></a></li><li class="key-caps-search menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/search/"><svg width="16" height="16" viewBox="0 0 16 16" fill="none" xmlns="http://www.w3.org/2000/svg"> <g clip-path="url(#clip0_4082_5186)" id="cap-search-svg-bg"> <path d="M11.6757 9.81054C8.73958 9.81054 6.35089 7.42177 6.35089 4.48562C6.35089 2.62899 7.30664 0.992133 8.75134 0.0388074C8.50309 0.0155936 8.25193 0.00238037 7.99762 0.00238037C3.58066 0.00238037 0 3.58304 0 8C0 12.417 3.58066 15.9976 7.99762 15.9976C12.4146 15.9976 15.9952 12.417 15.9952 8C15.9952 7.86848 15.9916 7.73782 15.9853 7.60785C15.0166 8.94122 13.4462 9.81054 11.6757 9.81054Z" fill="black"/> <path id="cap-search-svg-circle" d="M11.6757 0.161346C11.2226 0.161346 10.7857 0.231773 10.3749 0.361649C8.62429 0.915114 7.35156 2.55436 7.35156 4.48561C7.35156 6.87003 9.29141 8.80988 11.6757 8.80988C13.5373 8.80988 15.1277 7.62753 15.7358 5.97437C15.9066 5.51 16 5.00851 16 4.48561C16 2.10119 14.0602 0.161346 11.6757 0.161346Z" fill="#FFC61E"/> </g> <defs> <clipPath id="clip0_4082_5186"> <rect width="16" height="16" fill="white"/> </clipPath> </defs> </svg>Search<span>Help customers find what they want</span></a></li></ul></div></li><li class="right"><div class="scale-wrapper"><h2>Made for Scale</h2><ul class="links-list"><li class="key_caps-element menu-item menu-item-type-custom menu-item-object-custom"><a href="/element/">Element<span>A groundbreaking new dimension of hyper-personalization</span></a></li><li class="key_caps-adaptml menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ai/">AI & Automation<span>Increase automation, lower operational costs, and drive more revenue with a holistic AI personalization system</span></a></li><li class="key_caps-apis menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/experience-apis/">Experience APIs<span>Give developers the tools they need to build the best customer experiences</span></a></li><li class="key_caps-enterprise menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise solutions<span>Scale with security, privacy, and compliance, made for the enterprise</span></a></li></ul></div></li></ul><a href="/shopping-muse/" target="" class="banner"><div class="menu-banner"><span class="menu-cta-text"><strong>Meet Shopping Muse: </strong> Conversational commerce meets cutting-edge personalization.</span> <span class="menu-cta-button">Learn more →</span></div></a></div></li><li id="solutions" class="dropdown links"><a href="" class="label">Solutions</a><div class="content"><ul><li class="left"><div class="industries-wrapper"><h2>Industries</h2><ul class="links-list"><li class="industry-ecomm menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/ecommerce/">eCommerce</a></li><li class="industry-finserv menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/financial-services/">Financial Services</a></li><li class="industry-qsr menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/restaurants/">Restaurants</a></li><li class="industry-grocery menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/grocery/">Grocery</a></li><li class="industry-b2b menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/b2b-ecommerce/">B2B eCommerce</a></li><li class="industry-travel menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/travel/">Travel</a></li><li class="industry-gaming menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gaming/">iGaming</a></li><li class="industry-media menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/media/">Media</a></li></ul></div></li><li class="right"><div class="channels-wrapper"><h2>Channels</h2><ul class="links-list"><li class="channels-web menu-item menu-item-type-custom menu-item-object-custom"><a href="/web/">Web<span>Create customer-centric web experiences</span></a></li><li class="channels-email menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/channels/email/">Email<span>Personalize emails with a no-code builder</span></a></li><li class="channels-mobile-apps menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/mobile/">Apps<span>Optimize mobile app experiences</span></a></li><li class="channels-ads menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/advertising/">Ads<span>Improve customer acquisition results</span></a></li></ul></div></li></ul></div></li><li id="why-dynamic-yield" class="dropdown links"><a href="" class="label">Why Dynamic Yield</a><div class="content"><ul><li class="impact-wrapper"><h2>Proven impact and success services</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/clients/">Select customers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/case-studies/">Case studies</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/customer-success/">Customer success services</a></li></ul></li><li class="scale-wrapper"><h2>Built for scale</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/enterprise-grade-personalization/">Enterprise-grade solutions</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/adaptml/">AI Technology</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/gdpr-and-privacy/">GDPR and data privacy</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/security/">Security</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/compliance/">Compliance</a></li></ul></li><li class="network-wrapper"><h2>Robust partner network</h2><ul class="links-list"><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partners/">Partner library</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/partner-program/">Partnership program</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/partners/#technology-partners">Tech Partners and Integrations</a></li></ul></li><li class="resources-wrapper"><h2>Extensive product resources</h2><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us">Knowledge Base</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="http://academy.dynamicyield.com/">Academy & Certification</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://support.dynamicyield.com/hc/en-us/community/topics">Community</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://dy.dev/">API documentation</a></li></ul></li></ul><a href="https://www.dynamicyield.com/personalization-awards/" target="_self" class="banner"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/11/2023-award-badge.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">The Personalization Awards</strong> <span class="menu-cta-subtitle">Celebrating customers and partners setting the gold-standard for personalization</span> <span class="menu-cta-button">Learn more →</span></div></div></a></div></li><li id="company" class="dropdown button"><a href="" class="label">Company</a><div class="content"><ul class="links-list"><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/for-the-world/about-us.html">About us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/blog/">Blog</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/labs/">DY Labs</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/careers/">Careers</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://events.dynamicyield.com/">Events</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="https://www.mastercard.com/us/en/news-and-trends/stories.html">Press</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/awards-and-recognitions/">Awards</a></li><li class=" menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/contact/">Contact us</a></li><li class=" menu-item menu-item-type-custom menu-item-object-custom"><a href="/request-demo/">Request a demo</a></li></ul></div></li><li id="learning-center" class="dropdown links"><a href="" class="label">Learning Center</a><div class="content"><ul><li class="top"><ul class="links-list"><li class="resources-xp hidden-mobile menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learn/">Take your knowledge to exponential levels</a></li><li class="hidden-desktop menu-item menu-item-type-custom menu-item-object-custom"><a href="/learn/">XP<sup>2</sup> Hub<span>Take your knowledge to exponential levels</span></a></li><li class="resources-paths menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/learning-paths/">Learning Paths<span>Curated courses on key skill areas</span></a></li><li class="resources-webinars menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/talks/">Talks<span>Engaging discussions taking place in CX</span></a></li><li class="resources-articles menu-item menu-item-type-post_type menu-item-object-page"><a href="https://www.dynamicyield.com/articles/">Articles<span>An expansive collection of in-depth playbooks</span></a></li><li class="resources-glossary menu-item menu-item-type-custom menu-item-object-custom"><a href="/glossary-terms/">Encyclopedia<span>A glossary of experience optimization 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target="_self"><div class="menu-banner"><div class="menu-cta--left"> <img src="/wp-content/uploads/2023/03/rooted-icon.svg" width="60" height="60" /></div><div class="menu-cta--right"> <strong class="menu-cta-title">Rooted Personalization<span>new</span></strong> <span class="menu-cta-subtitle">Learn a scalable methodology for building an audience-based personalization program.</span> <span class="menu-cta-button">Find out more →</span></div></div></a></li></ul></div></li><li class="contact top-link walker-last mobile-only menu-item menu-item-type-post_type menu-item-object-page" data-content="connect-with-us" title=""> <a href="https://www.dynamicyield.com/contact/"><span class="button-arrow">Connect with us</span></a></li></ul><div class="bg-layer" aria-hidden="true"></div></div></div></li></ul></nav></div><div class="topnav-buttons"><div class="language-switcher header-language-switcher"><ul><li>en<ul><li><a class="active" 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GDPR on Personalization</h1><h2 class="article-excerpt">The latest advancements in privacy, what data protection success looks like, and the steps our organization is taking to ensure GDPR compliance.</h2><div class="article-authors lc-flex"><div class="article-author-box lc-col lc-flex"><div class="article-author-image lc-col"><div class="entry_author_image"><img src="https://www.dynamicyield.com/wp-content/authors/NitzanSchindler-98.jpeg" alt="Nitzan Schindler" width="76" height="76" /></div></div><div class="article-author-title lc-col"><div class="article-author-name"> <a href="https://www.dynamicyield.com/blog/author/nitzanschindler/" title="Posts by Nitzan Schindler" rel="author">Nitzan Schindler</a></div><div class="article-author-title-text"> Head of Legal and DPO</div></div></div></div><div class="entry-content article-entry-content"><p>As many of our readers, customers, and partners are aware, major data protection changes are already in motion leading up to the official date of GDPR enforcement. A wide expansion of rights on behalf of data subjects, these new EU-wide privacy rules set to create a seismic shift in the way personal information is defined, processed, used, and transferred, the implications far extend beyond Europe’s borders.</p><p>As the Data Privacy Officer at Dynamic Yield (holding CIPP/E and CIPM accreditations from the International Association of Privacy Professionals), I wanted to share with you what we know about the latest advancements in privacy, what data protection success looks like, and the steps our organization is taking to ensure compliance.</p><h2>What is GDPR?</h2><p><a href="https://www.dynamicyield.com/glossary/gdpr/">GDPR</a>, or the General Data Protection Regulation, is essentially a codification of privacy and data protection regulations. The aim of GDPR is to provide consistent guidance on privacy and data protection and respect for personal data of EU data subjects. GDPR replaces the previous EU privacy directive of 1995 and introduces some interesting concepts and changes to the preceding privacy and data protection regime.</p><h2>Why is everyone suddenly so concerned about data privacy and protection?</h2><p>GDPR, which is set to come into effect on May 25, 2018, has introduced many changes to the existing privacy regime. Let me discuss three of these changes:</p><ol><li> The requirement to receive a data subject’s consent to collection and processing of their personal data has been greatly broadened to include many cases which had previously not required such consent. A concept of “explicit consent” has also been introduced for more extreme cases, such as the collection and processing of what we call “sensitive” data, like religious affiliation, sexual orientation, trade union membership, etc.</li></ol><ol start="2"><li> Another major change introduced by GDPR is the strict penalties levied upon violators of GDPR provisions, including fines which can reach upwards of $20 million and 4% of a company’s global revenue. This change alone would be enough to get everybody’s attention.</li></ol><ol start="3"><li>Most importantly, for companies like Dynamic Yield and its clients, GDPR introduced a major change by widening of the definition of “Personal Data” which is regulated by GDPR, to include what we call “persistent online identifiers” such as cookies, which are small text files storing tiny pieces of data on a user’s browser. What this essentially means is that all data collected by <a href="https://www.dynamicyield.com/article/personalization-guide/">personalization platforms</a>, and stored within these identifiers, is now regulated and requires special treatment.</li></ol><h2>What is the scope of GDPR?</h2><p>GDPR applies to companies which operate in the EU but isn’t limited in scope to such companies. GDPR actually applies to any company handling personal data of EU data subjects, regardless of the location of such company.</p><p>The tentacles of GDPR are essentially extended globally to capture any website which stores information obtained from any EU site visitor, which, as you can imagine, probably includes every large website around the world. Whether you’re a European company, a North American Company, or a Japanese company, if you collect and process information of EU data subjects, you are subject to compliance with the provisions of GDPR.</p><h2>What are “Controllers” and “Processors” and how does GDPR treat each of these?</h2><p>A “Data Controller,” according to GDPR, is an individual or body which “alone or jointly with others, determines the purposes and means of processing of personal data.” As you can guess, GDPR largely deals with the legal obligations of controllers, including obtainment of consent, explicit consent, opt-in mechanisms, accountability, breach notifications, etc.</p><p>On the other hand, “Data Processors,” are those which “process personal data on behalf of the controller.” Processors are agents of the controllers and carry the technical processing on their behalf. Dynamic Yield and other personalization platforms serve as “processors” to its clients which serve as the “controllers” (naturally, Dynamic Yield may serve as a controller in other capacities such as marketing activities). <strong>However, Dynamic Yield is committed to not only complying with the processor related regulations but to assisting controllers in their own compliance when it comes to managing a personalization program with Dynamic Yield</strong>.</p><h2>How does Dynamic Yield help controllers comply with GDPR?</h2><p>At Dynamic Yield, we aim to provide our controller customers with the comfort knowing we’re doing everything in our power to make sure we, as processors, and our customers, as controllers, can operate jointly and freely while remaining compliant with GDPR.</p><ul><li>We are in the midst of establishing a brand new EU data center for customers who wish to store their users’ personal data within the confines of the EU.</li></ul><ul><li>We are providing the ability to opt-out of DY services should any end user wish to do so, opting instead to receive unpersonalized experiences.</li></ul><ul><li>We are strengthening our security measures for cross-border transfers, so we can continue to transfer personal data to our other processing locations without any risk of breach, all while remaining complaint under the adequacy decision fostered by the Privacy Shield framework.</li></ul><ul><li>Lastly, as Data Privacy Officer, I have overseen the creation of a data subject complaint repository, and the flow for deleting, modifying, or transferring personal data upon request from a data subject. Essentially, any rights on the part of the data subject which requires controller adherence, Dynamic Yield will provide assistance where feasible.</li></ul><h2>Are cross-border transfers allowed under GDPR?</h2><p>There’s a common misconception in the market about GDPR and cross-border transfers, particularly to the US. For those of you who’ve been following, in October of 2015, the European Court of Justice nullified the Safe Harbor framework. This was essentially an aggregation of guidelines which, if followed, rendered the measures undertaken by an American recipient of data as “adequate” under EU law. After this nullification, joint EU and US governmental authorities introduced the Privacy Shield framework which strengthened the requirements on US data recipients if they wanted their measures to be deemed as “adequate” by the EU authorities. GDPR doesn’t actually change this, and the Privacy Shield framework continues to serve as the agreed-upon framework for the transfer of personal data from the EU to the US.</p><p>As Dynamic Yield is “Privacy Shield” certified, our customers in the US and in the EU don’t have to concern themselves over whether their data is stored in the EU or in the US, as we and they would remain compliant under GDPR irrespective of the location in which the data is stored. However, we will provide the option of a brand new EU data center should a European controller require this explicitly.</p><h2>Final words</h2><p>As GDPR has introduced new concepts, especially in terms of its violation penalties, we expect to see website owners become much more selective about their choice of processing vendors, contracting only with those processors who take data protection seriously.</p><p>We at Dynamic Yield respect the data concerns of our customers and have committed to making sure they can use our personalization engine safely and compliantly. I would also like to invite any customer, partner or anyone contemplating working with Dynamic Yield to further discuss GDPR and other privacy matters directly with us over the next few months until GDPR kicks in.</p><p>If you have any additional questions about how Dynamic Yield is getting GDPR ready, please feel free to contact <a href="mailto: privacy@dynamicyield.com">privacy@dynamicyield.com</a>.</p></div></article><div style="clear: both;"></div></div></div><div class="article-content"><div class="article-separator"><svg width="54" height="26" viewBox="0 0 54 26" fill="none" xmlns="http://www.w3.org/2000/svg"> <path d="M53.0088 25.6367C52.7884 21.9564 51.8025 18.3625 50.1141 15.0849C48.4256 11.8073 46.0718 8.9181 43.2031 6.60203L43.2031 25.6367L53.0088 25.6367Z" fill="black"/> <path d="M14.4395 3.59038C10.3237 5.69174 6.82743 8.83082 4.29638 12.6973C1.76533 16.5638 0.28711 21.0239 0.0078125 25.6367L14.4395 25.6367L14.4395 3.59038Z" fill="black"/> <path d="M17.6563 2.20809L17.6562 25.6367L39.9829 25.6367L39.9829 4.36701C39.9829 4.36701 30.7303 -2.31342 17.6563 2.20809Z" fill="black"/> </svg></div><div class="article-tags-block"> <strong>Categories:</strong><ul class="post-categories"><li><a href="https://www.dynamicyield.com/blog/category/company/" rel="category tag">Company</a></li></ul></div><div class="article-tags-block"><strong>Tags:</strong><a href="https://www.dynamicyield.com/blog/tag/gdpr/" rel="tag">GDPR</a></div></div></div><section class="lc-subscription-section"><div class="lc-subscription-form-block lc-subscription-inner"><h4 class="lc-subscription-title">Sign up for the XP² newsletter</h4><div class="lc-subscription-text">Join thousands of readers from Target, Citi, Spotify, Hulu, Google, Sephora, and other innovative brands who read our bi-weekly XP² newsletter, delivering educational content, research, and insights straight to your inbox</div><form class="mktoForm" data-formId="3876" data-formInstance="sub-inline"></form><div class="lc-privacy-wrapper"><div class="lc-privacy"> You may unsubscribe at any time. 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mkt_tok: ls_mkto_tok
});
_form.vals({ mkt_tok: ls_mkto_tok });
}
// Fill in the UTM data from localStorage
var dy_utms = {
'utm_source': 'txt_source__c',
'utm_medium': 'txt_medium__c',
'utm_content': 'txt_content__c',
'utm_campaign': 'txt_campaign_name__c',
'utm_term': 'txt_term__c',
'gclid': ['GCLID__c', 'GCLID_c__c']
};
for(var i = 0; i < Object.keys(dy_utms).length; i++) {
var ls_key = Object.keys(dy_utms)[i],
ls_value = localStorage.getItem(ls_key),
form_key = dy_utms[ls_key],
form_field;
if(ls_value) {
if(ls_key === 'gclid') {
ls_value = JSON.parse(ls_value).value;
}
if(typeof(form_key) === 'string') {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key + '"]');
if(form_field) {
form_field.value = ls_value;
}
} else {
for(var j = 0; j < form_key.length; j++) {
form_field = form[0].querySelector('input[type="hidden"][name="' + form_key[j] + '"]');
if(form_field) {
form_field.value = ls_value;
}
}
}
}
}
// IP Address
fetch('https://www.cloudflare.com/cdn-cgi/trace').then(function(result) {
result.text().then(function(values) {
values.split("\n").map(function(item) {
var pair = item.split('=');
if(['ip'].includes(pair[0])) {
form[0].querySelector('input[type="hidden"][name="IP__c"]').value = pair[1];
}
});
});
});
// GA ID and Referrer
var dy_utms_cookie = {};
document.cookie.split(';').forEach(function(el) {
var splitCookie = el.split('=');
var key = splitCookie[0].trim();
var value = splitCookie[1];
dy_utms_cookie[key] = value;
});
if(dy_utms_cookie["_ga"]) {
form[0].querySelector('input[type="hidden"][name="Visitor_ID__c"]').value = dy_utms_cookie["_ga"].substring(6);
}
if(dy_utms_cookie["personalize_referrer_string"]) {
form[0].querySelector('input[type="hidden"][name="Referral__c"]').value = dy_utms_cookie["personalize_referrer_string"].substring(6);
}
// ZoomInfo
if(localStorage.getItem('ZoomInfoData')) {
var zoominfo_data = JSON.parse(localStorage.getItem('ZoomInfoData'));
if(zoominfo_data) {
form[0].querySelector('input[type="hidden"][name="Alexa_Rank__c"]').value = zoominfo_data.alexaglobalrank;
form[0].querySelector('input[type="hidden"][name="Employees__c"]').value = zoominfo_data.employeesrange;
form[0].querySelector('input[type="hidden"][name="Company_Revenue_Range__c"]').value = zoominfo_data.estimatedannualrevenue;
}
}
// Also, dispatch a dataLayer event on success
_form.onSuccess(function(values, follow_up_url) {
window.dataLayer = window.dataLayer || [];
if([3739, 4802, 5094, 5110, 4946, 5076, 5116, 5171, 5172, 5173].includes(_form.getId())) {
window.dataLayer.push({
'event': 'demo_request_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
} else if([3876].includes(_form.getId())) {
window.dataLayer.push({
'event': 'newsletter_signup_complete',
'eventCallback': function() {
if(follow_up_url) {
window.location.href = follow_up_url;
}
}
});
return false;
}
});
});
}</script> <script>if(typeof(jQuery) !== 'undefined') {
$ = jQuery.noConflict();
}
function getUrlParameter(sParam) {
var sPageURL = decodeURIComponent(window.location.search.substring(1)),
sURLVariables = sPageURL.split('&'),
sParameterName,
i;
for (i = 0; i < sURLVariables.length; i++) {
sParameterName = sURLVariables[i].split('=');
if (sParameterName[0] === sParam) {
return sParameterName[1] === undefined ? true : sParameterName[1];
}
}
}
$(window).load(function(){
var videoID = getUrlParameter('video');
if(videoID !== undefined){
if($('#wistia-' + videoID + '-1').length){
var videoName = $('#wistia-' + videoID + '-1').parents('.tab-pane');
videoName = videoName[0].id
}
if($('a[href="#' + videoName +'"]').length){
$('a[href="#' + videoName +'"]').each(function(){
$(this).click();
});
}
addScript('https://fast.wistia.com/embed/medias/'+ videoID +'.jsonp');
addScript('https://fast.wistia.com/assets/external/E-v1.js');
$('body').append('<span class="wistia_embed wistia_async_'+videoID+' popover=true popoverContent=link dy-wistia-popup" style="display:inline"></span>');
window._wq = window._wq || [];
_wq.push({ id: videoID, onReady: function(video) {
var video = Wistia.api(videoID);
video.popover.show(); // open the popover
video.play(); // play the video
setTimeout(function(){video.unmute();}, 500);
}});
}
});</script> <style>#adBanner {
background-color: transparent;
height: 0;
width: 1px;
}</style><div id="wrapfabtest"><div id="adBanner"></div></div></body></html>