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GroupM’s preparing for GDPR by requiring publishers sign a data-protection contract

March 26, 2018 / Jessica Davies

GroupM wants publishers to sign a new data protection contract that could force them to share control of their audience data with the agency group, letting the agency continue targeting ads after the General Data Protection Regulation kicks in on May 25. If publishers don’t sign the contract, GroupM said it would cease trading with them, claiming it would mean they aren’t necessarily compliant with the GDPR. Some publishers fear GroupM is pushing them to cover its own GDPR compliance needs, while leaving liability for fines firmly with the publisher. The media-buying giant has said it sent the Data Protection Addendum to all its suppliers and vendors “that touch personal data in any way” in the European Union. The DPA is a contractually binding set of data protection principles that publishers would be expected to adhere to under the GDPR. The contract is nonnegotiable, according to the document.