{"id":613675,"date":"2024-03-21T16:50:41","date_gmt":"2024-03-21T13:50:41","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/"},"modified":"2024-03-21T16:50:41","modified_gmt":"2024-03-21T13:50:41","slug":"how-regionalised-data-sovereignty-is-changing-the-marketing-landscape","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/","title":{"rendered":"#How regionalised data sovereignty is changing the marketing landscape"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_89 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6af28f63a7c06\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6af28f63a7c06\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/#Recent_data_privacy_developments_that_show_potential_regional_movement\" >Recent data privacy developments that show potential regional movement\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/#Brands_must_pivot\" >Brands must pivot\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/#How_market-neutral_data_will_impact_the_marketing_industry\" >How market-neutral data will impact the marketing industry\u00a0<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/buradabiliyorum.com\/en\/how-regionalised-data-sovereignty-is-changing-the-marketing-landscape\/#The_future_of_the_internet_and_brand_responsibility\" >The future of the internet and brand responsibility\u00a0<\/a><\/li><\/ul><\/nav><\/div>\n<p><img decoding=\"async\" src=\"https:\/\/thenextweb.com\/\" \/><\/p>\n<div id=\"article-main-content\">\n                            <span style=\"font-weight: 400;\">In 2020, amid a rapidly evolving global data landscape, TikTok, a brand deeply rooted in Chinese <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/technology\/\" data-internallinksmanager029f6b8e52c=\"4\" title=\"Technology\" target=\"_blank\" rel=\"noopener\">technology<\/a> and known for its extensive collection of user data, found itself at a crossroads. Responding to the shifting dynamics, ByteDance, TikTok\u2019s parent company, took a proactive step by running a novel <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.spiegel.de\/international\/business\/as-a-chinese-company-we-never-get-the-benefit-of-the-doubt-a-e1e415f6-8f87-41e9-91ae-08cfa90583b3\"><span style=\"font-weight: 400;\">full-page advertisement<\/span><\/a><span style=\"font-weight: 400;\"> in the German <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/news\/\" data-internallinksmanager029f6b8e52c=\"2\" title=\"News\" target=\"_blank\" rel=\"noopener\">news<\/a> magazine SPIEGEL.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This advertisement marked a departure from TikTok\u2019s typical marketing strategies, focusing not on its content or lifestyle <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">app<\/a>eal but on its privacy measures. These measures included a restrictive privacy policy and ongoing \u201cthird-party audits\u201d of its data use.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This move by ByteDance was not just a marketing strategy but a clear acknowledgment of the emerging concept of the EU data space, signalling its intention to align with European standards and establish itself as a trustworthy partner in a new era of data handling.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This strategic pivot by TikTok reflects a broader trend in which the traditional global data stack is increasingly being challenged, giving way to the concept of regional data sovereignty. This emerging paradigm champions the idea that each country or jurisdiction should have the autonomy to govern the data within its borders, enforcing stringent regulations on cross-border data exchange.\u00a0<\/span><\/p>\n<div class=\"inarticle-wrapper channel-cta\">\n<div class=\"ica-text\">\n<p class=\"ica-text__title\">TNW Conference 2024, June 20-21 &#8211; Exclusive Group Promotion &#8211; Ends March 29!<\/p>\n<p>The ultimate team-building experience: Buy 2, get 1 FREE &#8211; Buy 3-4, get 2 FREE &#8211; Buy 5+, get 3 FREE!<\/p>\n<\/div>\n<\/div>\n<p><span style=\"font-weight: 400;\">This shift towards decentralised data sovereignty is reshaping the digital landscape, presenting opportunities and challenges for marketers and businesses alike. As we delve deeper into the implications of this change, it becomes clear that adapting to the principles of data sovereignty will require innovative approaches and strategies to navigate the complex web of regional data laws and practices.\u00a0<\/span><span style=\"font-weight: 400;\">\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Recent_data_privacy_developments_that_show_potential_regional_movement\"><\/span><b>Recent data privacy developments that show potential regional movement<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The heavy regulation and restriction of cross-border data exchange and data use have long been standard for companies doing business in China. Recent developments, however, suggest that more regions and regulators are leaning toward regional data and privacy control.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This follows on the heels of the <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/eur-lex.europa.eu\/legal-content\/EN\/TXT\/?uri=celex:32022R2065\"><span style=\"font-weight: 400;\">Digital Services Act of 2022<\/span><\/a><span style=\"font-weight: 400;\">, an attempt to infuse the digital economy with a distinctly European understanding of data privacy. EU policymakers aim to establish a delicate balance between privacy values and the economic value of data as an essential resource. Two years prior, the Court of Justice of the European Union also decided in the <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.europarl.europa.eu\/RegData\/etudes\/ATAG\/2020\/652073\/EPRS_ATA(2020)652073_EN.pdf\"><span style=\"font-weight: 400;\">Schrems II ruling<\/span><\/a><span style=\"font-weight: 400;\"> to cancel all agreements between the EU and the United States regarding the global exchange of data.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Attempts to regulate and curtail global data use have been made in countries across the world, from Singapore\u2019s constantly evolving <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.pdpc.gov.sg\/overview-of-pdpa\/the-legislation\/personal-data-protection-act\"><span style=\"font-weight: 400;\">Personal Data Protection Act<\/span><\/a><span style=\"font-weight: 400;\"> to Brazil\u2019s <\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.gov.br\/anpd\/pt-br\/documentos-e-publicacoes\/guia_senacon_ingles.pdf\"><span style=\"font-weight: 400;\">General Data Protection Law<\/span><\/a><span style=\"font-weight: 400;\">. For its cloud services, a company like Microsoft already maintains a wide array of regional offerings to comply with varying local and regional regulations and requirements.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">All of the above point to a breakdown of global data hubs.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"Brands_must_pivot\"><\/span><b>Brands must pivot<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">As the EU tightens data privacy laws and introduces the possibility of regional data sovereignty, many brands and marketers need to evolve and rethink how they approach data. This affects the development of new, data-based business models, but the challenges are even more fundamental.<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Orchestrating global campaigns or developing and marketing products becomes difficult when working with two separate data systems. Businesses will have to rethink their data strategies as a whole.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Global brand communication aimed at different regions with different data regulations will require more effort and deliberation to achieve consistent and globally coherent branding results. As technology and the customer experience become increasingly intertwined, marketers must become more tech- and data-savvy and aware of regional differences.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">This will require more work, but it\u2019s not an unprecedented challenge: Global brands already must account for cultural differences in their global marketing strategies. The question of regional data spaces simply adds another dimension to consider.\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_market-neutral_data_will_impact_the_marketing_industry\"><\/span><b>How market-neutral data will impact the marketing industry<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">This other dimension introduces new structural requirements. If this development continues, the industry could also move away from the current data broker-based approach in favour of a more market-neutral data exchange, which could lead to some unprecedented outcomes.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">As the data infrastructure evolves, data handling will also need to change. Practices such as anonymization, encryption, and pseudonymization will remain key aspects of any new approach.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Microsoft has become a trailblazer in this arena, mainly due to the pressure exerted by EU regulators and the risk of losing its critical position in the EU\u2019s economy. Microsoft\u2019s various levels of at-rest and in-transit encryption guarantee users a seamless experience plus data protection \u2014 an approach that is mostly in line with EU regulations.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">Other predictions include the concepts of data hubs and data trustees, but while such ideas might offer solutions on a B2B level, they remain largely theoretical in the consumer data space. The critical questions become: How does your brand work with data, and how do you ensure that your data governance leads to a coherent and compliant experience for everyone involved?\u00a0<\/span><\/p>\n<h2><span class=\"ez-toc-section\" id=\"The_future_of_the_internet_and_brand_responsibility\"><\/span><b>The future of the internet and brand responsibility<\/b><span style=\"font-weight: 400;\">\u00a0<\/span><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Regulation will continue to shape the internet and its product and technology landscape, regardless of whether it favours data trusts or complete decentralisation. Whatever happens, people will increasingly demand improved privacy and security for their sensitive data. Companies that want to stay relevant must heed this call and make ethical and secure data handling a part of their brand promise and subsequent marketing communications.\u00a0<\/span><\/p>\n<p><span style=\"font-weight: 400;\">\u00a0<\/span><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.linkedin.com\/in\/christophbornschein\/?originalSubdomain=de\"><i><span style=\"font-weight: 400;\">Christoph Bornschein<\/span><\/i><\/a><i><span style=\"font-weight: 400;\"> \u2013 President of Digital Strategy, Business Development, and Growth for Omnicom Group in Germany \u2013 Christoph is the co-founder and chairman of <\/span><\/i><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/omcpmg.com\/agency\/tlgg\/\"><i><span style=\"font-weight: 400;\">TLGG<\/span><\/i><\/a><i><span style=\"font-weight: 400;\">, a digital transformation agency and consultancy advising brands and corporations on digital change, connected communication, and digital business innovation, which he sold to Omnicom in 2015.<\/span><\/i><\/p>\n<p><i><span style=\"font-weight: 400;\">One of the themes of this year\u2019s TNW Conference is Pixels and Profit. If you want to dive deeper into how MarTech is shaping the future of customer engagement, brand experiences, and creative design, or simply experience the event (and say hi to our editorial team), we\u2019ve got something special for our loyal readers. <\/span><\/i><i><span style=\"font-weight: 400;\">Use the code TNWX<a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">MEDIA<\/a> at checkout to get 30% off your <\/span><\/i><i><span style=\"font-weight: 400;\">business pass<\/span><\/i><i><span style=\"font-weight: 400;\">, <\/span><\/i><i><span style=\"font-weight: 400;\">investor pass<\/span><\/i><i><span style=\"font-weight: 400;\"> or startup packages (<\/span><\/i><i><span style=\"font-weight: 400;\">Bootstrap<\/span><\/i><i><span style=\"font-weight: 400;\"> &amp; <\/span><\/i><i><span style=\"font-weight: 400;\">Scaleup<\/span><\/i><i><span style=\"font-weight: 400;\">).<\/span><\/i><i\/>\n                        <\/div>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMN63nwsw68G3Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/news\/regionalised-data-sovereignty-changing-marketing\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>In 2020, amid a rapidly evolving global data landscape, TikTok, a brand deeply rooted in Chinese technology and known for its extensive collection of user data, found itself at a crossroads. Responding to the shifting dynamics, ByteDance, TikTok\u2019s parent company, took a proactive step by running a novel full-page advertisement in the German news magazine&#8230;<\/p>\n","protected":false},"author":1,"featured_media":613676,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"fifu_image_url":"https:\/\/cdn0.tnwcdn.com\/wp-content\/themes\/cyberdelia\/assets\/img\/placeholder\/bg-1.png","fifu_image_alt":"","footnotes":""},"categories":[18],"tags":[],"class_list":["post-613675","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-technology"],"_links":{"self":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/613675","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/comments?post=613675"}],"version-history":[{"count":0,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/posts\/613675\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media\/613676"}],"wp:attachment":[{"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/media?parent=613675"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/categories?post=613675"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/buradabiliyorum.com\/en\/wp-json\/wp\/v2\/tags?post=613675"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}