GDPR(GDPR)
Measurement and data
Measurement and data
The GDPR (General Data Protection Regulation) is the European privacy law that, since 25 May 2018, governs how organisations collect, use and store personal data.
The law applies across the European Union and to any organisation processing data of people in the EU, even if that organisation is based elsewhere. In the Netherlands it is called the AVG and supervised by the Dutch Data Protection Authority (Autoriteit Persoonsgegevens).
In marketing you run into the GDPR everywhere: cookie banners and consent for tracking, newsletters and email marketing, forms on your website, your CRM and sharing data with ad platforms. Personal data is any data that can identify someone directly or indirectly, such as a name, email address, IP address or cookie ID.
Key principles: you need a valid legal basis (for example consent), you collect no more than necessary, you are transparent about what you do and people can access or have their data deleted.
Tip
This is a short explanation of the term, not legal advice. If you are unsure whether something is allowed, check with a privacy lawyer or your national data protection authority.
Related terms
- First-party dataFirst-party data is data you collect yourself from your own customers and visitors: orders, email addresses, on-site behaviour, conversations in your CRM.
- Consent ModeConsent Mode is how Google tags adapt their behaviour to a visitor's cookie choice, with modelled figures for those who decline.