Twitter users have to wait to longer to find out what penalties, if any, the platform faces under the European Union’s General Data Protection Regulation (GDPR) for a data breach that dates back around two years.
The tech firm’s lead regulator in the region, Ireland’s Data Protection Commission (DPC), began investigating an earlier Twitter breach in November 2018 — completing the probe earlier this year and submitting a draft decision to other EU DPAs for review in May, just ahead of the second anniversary of the GDPR’s application.
In a statement on the development, Graham Doyle, the DPC’s deputy commissioner, told TechCrunch: “The Irish Data Protection Commission (DPC) issued a draft decision to other Concerned Supervisory Authorities (CSAs) on 22 May 2020, in relation to this inquiry into Twitter. A number of objections were raised by CSAs and the DPC engaged in a consultation process with them. However, following consultation a number of objections were maintained and the DPC has now referred the matter to the European Data Protection Board (EDPB) under Article 65 of the GDPR.”
Under the regulation’s one-stop-shop mechanism, cross-border cases are handled by a lead regulator — typically where the business has established its regional base. For many tech companies that means Ireland, so the DPC has an oversized role in the regulation of Silicon Valley’s handling of people’s data.
This means it now has a huge backlog of highly anticipated complaints relating to tech giants including Apple, Facebook, Google, LinkedIn and indeed Twitter. The regulator also continues to face criticism for not yet ‘getting it over the line’ in any of these complaints and investigations pertaining to big tech. So the Twitter breach case is being especially closely watched as it looks set to be the Irish DPC’s first enforcement decision in a cross-border GDPR case.
Last year commissioner Helen Dixon said the first of these decisions would be coming “early” in 2020. In the event, we’re past the halfway mark of the year with still no enforcement to show for it. Though the DPC emphasizes the need to follow due process to ensure final decisions stand up to any challenge.
The latest delay in the Twitter case is a consequence of disagreements between the DPC and other regional watchdogs which, under the rules of GDPR, have a right to raise objections on a draft decision where users in their countries are also affected.
It’s not clear what specific objections have been raised to the DPC’s draft Twitter decision, or indeed what Ireland’s regulator has decided in what should be a relatively straightforward case, given it’s a breach — not a complaint about a core element of a data-mining business model.
Far more complex complaints are still sitting on the DPC’s desk. Doyle confirmed that a complaint pertaining to WhatsApp’s legal basis for sharing user data with Facebook remains the next most progressed in the stack, for example.
So, given the DPC’s Twitter breach draft decision hasn’t been universally accepted by Europe’s data watchdogs it’s all but inevitable Facebook -WhatsApp will go through the same objections process. Ergo, expect more delays.
Article 65 of the GDPR sets out a process for handling objections on draft decisions. It allows for one month for DPAs to reach a two-thirds majority, with the possibility for a further extension of another month — which would push a decision on the Twitter case into late October.
If there’s still not enough votes in favor at that point, a further two weeks are allowed for EDPB members to reach a simple majority. If DPAs are still split the Board chair, currently Andrea Jelinek, has the deciding vote. So the body’s role in major decisions over big tech looks set to be very key.
We’ve reached out to the EDPB with questions related to the Twitter objections and will update this report with any response. Update: In a statement, Jelinek, said: “I can confirm that the Irish DPC has triggered an Art 65 procedure and that the EDPB will work on this issue [as] foreseen in Art 65 GDPR (dispute resolution by the board) within the given timeframe.”
The Article 65 process exists to try to find consensus across a patchwork of national and regional data supervisors. But it won’t silence critics who argue the GDPR is not able to be applied fast enough to uphold EU citizens’ rights in the face of fast-iterating data-mining giants.
To wit: Given the latest developments, a final decision on the Twitter breach could be delayed until November — a full two years after the investigation began.
Earlier this summer a two-year review of GDPR by the European Commission, meanwhile, highlighted a lack of uniformly vigorous enforcement. Though commissioners signalled a willingness to wait and see how the one-stop-shop mechanism runs its course on cross-border cases, while admitting there’s a need to reinforce cooperation and co-ordination on cross border issues.
“We need to be sure that it’s possible for all the national authorities to work together. And in the network of national authorities it’s the case — and with the Board [EDPB] it’s possible to organize that. So we’ll continue to work on it,” justice commissioner, Didier Reynders, said in June.
“The best answer will be a decision from the Irish data protection authority about important cases,” he added then.
5 Effective Ways to Run Facebook Ads A/B Tests
Facebook Ads A/B Tests or split tests help them try different versions of ads with various campaign elements. This process helps them arrive at the best version for the organization’s target.
A/B Tests offer a vast pool of resources to try out various versions. You may get caught up and lose your way to arriving at the best version in a limited time. To better understand this topic you can read the Facebook ad testing guide. Here are five effective ways to run Facebook Ads A/B Tests-
1) Start with the minimal number of variables
This approach will help you analyze the impact of a variable much better. The lesser the variables, the better will be the relevant results and more conclusive. Once you have various versions, you will need to run them through the A/B Significance Test to determine if the test results are valid.
2) The second way is to select the correct structure.
There are two structures in A/B tests. One is a single ad test, and the other is multiple single variation ad sets. All the variations will go under one ad set in the first structure. Each variation will be under a separate ad set in the second one. Out of the two, the second one works out to be better and gives better results.
3) Use of spreadsheets is important to stay organized.
These spreadsheets help collect and analyze data to get meaningful insights and arrive at data-backed decisions.
4) Do target advertising and set realistic time goals.
One approach is to choose an entirely new set of audiences. Also, the data pool should be vast and not the same as some existing campaigns. The reason for choosing a different audience is that Facebook may mix up your ads and give contaminated output.
Another approach to choosing the right audience is to pick geography. It works better, especially when you have business in a particular region.
It’s also essential to set a realistic timeline for your testing. Facebook suggests one should run a test for at least four days, but you can choose to run the test for up to 30 days.
5) Set an ideal budget.
The concept of a perfect budget is subjective. But, you can fix it yourself, or Facebook can do that for you based on your testing data. A large part of the test budget is spent on avoiding audience duplication. If the same audience sees variations, it could affect the test results.
Besides these top five effective ideas, you will need to take a few more action points to make the testing process efficient. Make sure you put the website’s domain link and not the landing page link in the ad, as that doesn’t look good. Put appropriate Call To Action Button, such as ‘Learn More,’ ‘Buy Now,’ etc. It’s also important to see how your ad is coming across on various electronic gadgets- mobile, tablets, etc.
Another strategy that works is trying to engage the customer. You may add social engagement buttons such as ‘Like’ or ‘Comment.’ Use high-resolution images as they work better with the customers. Low-quality, highly edited images are often not liked and trusted by the consumers.
You can learn more about the audience behavior patterns with A/B test results. Conducting these tests on Facebook streamlines the entire process and makes it smooth for you. With the test results, advertisers and marketers can work on the creatives they need to utilize.
To sum it up, you can run an effective A/B test campaign within the specified budget. You don’t need to spend massive amounts to get your advertisement right. You’ll make the correct assumptions about the performance of variations with a good understanding of business and consumers.
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