To comply with GDPR, BlueVenn is having to reimagine itself

For Consumer Data Platform BlueVenn, the upcoming General Data Protection Regulation (GDPR) means it has to think like a company that it’s not.

It must think like a company that interacts with consumers, since it provides a golden master of customer data records for its hundreds of client companies. That data is then employed to set up campaigns on its platform, which are then implemented through connections with external platforms like email service providers or ad networks.

But it doesn’t interact directly with consumers. If a client is a large insurance company, for instance, that insurance company is consumer-facing and has to obtain consumer consent for specific data uses, as required by GDPR. Since BlueVenn now needs to support those actions on the back end, it must think about how the insurance company goes about its daily business.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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