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To kick off March, CalvinAyre.com's Becky Affiliate segment delved into the compliance issues facing today's online gambling affiliates.
“Best practices are a big issue for everybody right now in terms of advertising guidelines and making sure that affiliates remain compliant and that operators know who their affiliates are and what websites they own”, AffiliateInsider.com co-founded Lee-Ann Johnstone advised.
Today we look at Toby Oddy Founder & CEO of Digital Fuel detailing why he has placed data compliance at the forefront of his agency, and how ‘General Data Protection Regulation’ (GDPR) GDPR will impact industry marketing practices and relationships between acquisition stakeholders.
"One area that we believed could be significantly improved within our sector was the end to end capture and optimisation of user data in the traditional Lead Generation model," Oddy said in a sit down interview with SBC News this week. "The 2018 GDPR, and associated compliance requirements came as a timely coincidence to a project that Digital Fuel had already identified as an opportunity for our clients. Ensuring best practice across the board was always going to happen, we now just have an updated set of requirements within which we can work.
"The GDPR has already improved how the industry considers and works with marketing partners across all gaming verticals. We are still a couple of months from the enforcement of the regulations but we have seen some really positive steps taken by operators to clean up their marketing activities whether that be internal or via affiliates – putting a real focus on the consumer and their needs. Given the hype both within our sector and the wider digital community over the last year, there is certainly no reason for any operator to be caught short when it comes to setting up their marketing workflows to cater for the changes."
When asked whether GDPR and Social Responsibility will enclose operator marketing functions away from outside parties (agencies, affiliates and media partners), Oddy expressed optimism.
"Affiliates and agencies that embrace the GDPR and show a commitment to social responsibility will flourish," he noted.
He added: “Affiliate operations will continue to develop ground breaking products and provide an independent voice that consumers want and need – removing your brand from legitimate affiliate partners would be extremely short-sighted. From an agency perspective, we can speak first-hand knowledge that there is such a wealth of knowledge within them.”
- Gilbert Horowitz, Gambling911.com
