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Noch ein Meta-Urteil: Die irische Datenschutzbehörde hat Meta, dem Unternehmen hinter Facebook, Instagram, WhatsApp und weiteren Plattformen, eine Strafe von 390 Millionen Euro aufgebrummt, weil sie gegen die Datenschutzgrundverordnung (DSGVO) verstoßen haben. Diese Verordnung trat im Jahr 2018 in Kraft und fordert von Unternehmen unter anderem, dass sie die Privatsphäre ihrer Nutzer schützen und deren personenbezogene Daten nicht ohne deren ausdrückliche Zustimmung verwenden. Meta hatte bisher offenbar angenommen, dass sie die Vorschriften durch ihre Allgemeinen Geschäftsbedingungen umgehen können, was jedoch laut Urteil ungültig ist.
Was muss Meta neben der Zahlung noch machen?
Die Strafe für Meta hat jedoch nicht nur finanzielle Konsequenzen, sondern auch Auswirkungen auf das Geschäftsmodell des Unternehmens. In der EU darf Meta nun keine personenbezogenen Daten mehr für Werbung verwenden. Das bedeutet, dass das Unternehmen sein aktuelles Geschäftsmodell nicht mehr so ausführen kann, wie es bisher tat. Um diesen Vorschriften zu entsprechen, muss Meta nun eine Pflicht-Lösung implementieren, die der Tracking Prevention von Apple in iOS 14 ähnelt. Nutzer müssen per Opt-In, also durch aktive Zustimmung, erlauben, dass ihre Daten von Meta erfasst und verwendet werden. Es ist jedoch unklar, wie viele Nutzer tatsächlich eine solche Zustimmung geben werden, aber die meisten Nutzer werden sich wahrscheinlich dagegen entscheiden, getrackt zu werden, wie bei iOS auch.
Wie betrifft das Werbetreibende?
Das Meta-Urteil bedeutet, dass nicht nur Meta, sondern auch alle anderen Werbetreibenden, die auf Daten angewiesen sind (und klassisches Tracking wie das FB Pixel verwenden), massive Einbußen erleiden werden. Sobald das Tracking Opt-In Feature von Facebook online geht, wird es für Werbetreibende und deren Ad-Performance / ROAS noch schwieriger, vor allem für jene, die kein Server-Side-Tracking nutzen. Diese Änderungen können dazu führen, dass die Kosten für die Schaltung von Anzeigen steigen und die Effektivität der Kampagnen sinkt.
Der Haupttreiber hinter der Beschwerde, die dazu führte, dass Meta eine Strafe von 390.000.000 Euro an die Irische Datenschutzbehörde zahlen muss, war das österreichische non-profit Unternehmen noyb.eu. Diese setzen sich aktiv für den Schutz der Datensicherheit und den Einsatz von Datenschutzbestimmungen ein (wie zuvor auch Schrems I & Schrems II) und das hat damit maßgeblich dazu beigetragen, dass Meta für die Verletzung der DSGVO verantwortlich gemacht wurde.
Fazit
Für viele Werbetreibende stellt die Einführung des Opt-In Features erneut eine große Herausforderung dar, da wieder das Tracking von Nutzern für Werbung einschränkt. iOS hat bereits zu einer Verschlechterung der Ad Performance und höheren Kosten bei der Schaltung von Anzeigen geführt, insbesondere aufgrund von Einschränkungen durch die Tracking Prevention. Ähnliche Auswirkungen werden erwartet, sobald das Opt-In Feature von Meta online geht.
Meta Pixel stellt eigene Server-Side Tracking Lösung vor: Per einfachem Klick wird ein Server auf AWS bereit gestellt, der das Tracking optimieren soll. Wie sieht das aus und wie Vergleicht sich die Lösung mit „echtem“ Server-Side Tracking?
Entscheidung des DSB: Meta-Pixel ist illegal. Da die Branche mit den ganzen Werbe und Analyse Skripte sowieso fast immer gegen die DSGVO verstößt, ist den meisten bekannt. Allerings kommen jetzt konkrete Entscheidungen und Urteile hervor. Wie Werbetreibende und Unternehmen damit umgehen können?
TikTok ab 1. März für 32.000 Mitarbeitende der EU-Kommission verboten. Wie geht es weiter und wo ist die Gefahr für Werbetreibende?
Was ist der Unterschied zwischen Third Party und First Party Cookies? Und wie steht es um die Browser und deren Support?
Neben Abmahnverbänden könnten auch andere Unternehmen eine DSGVO Abmahnung wegen der Client-Side Nutzung von Google und Meta Ads in die Wege leiten.
Grob ein Jahr ist es her, seit dem iOS14.5 Update, welches die wohl größten Impacts in der Online-Marketing Welt mit sich brachte. Vor allem das Feature „App Tracking Transparency“ hat dazu geführt. Wo stehen wir heute?
Jetzt einen Termin sichern
Schritt 1
30-Minuten Termin sichern
Schritt 2
Situation zusammen analysieren
Schritt 3
Gemeinsames Ergebnis finden
Ich freue mich auf einen unverbindlichen Austausch! Wir hören uns gerne verschiedenste und komplexe Setups an und können mit unserem Netzwerk die beste Tracking Lösung finden. Selbst wenn wir einen Partner dazu holen oder weiterempfehlen: Uns ist es wichtig, dass das Tracking vernünftig auf die Situation angepasst ist.
