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Sizmek safeguards against Brexit with German data centre

Sizmek safeguards against Brexit with German data centre

Ad management platform Sizmek has launched a data centre in Frankfurt that will help it comply with EU data laws following Britain’s vote to leave the EU.

Sizmek claims the German facility will meet more stringent data localisation preferences in Germany and France alongside making it easier to comply with EU data protection regulations.

The EU’s new General Data Protection Regulation (GDPR) will still apply to all UK companies that collect personal data from the EU despite the Brexit vote.

Sizmek believes Brexit has created a need for marketers to scrutinise how they collect data when coupled with the European Court of Justice’s decision last year to invalidate the Safe Harbour Agreement between the United States and Europe.

Group M Connect worldwide process and partner integration director Axel Jonuschies said: “Marketers today deserve to know how and where data is being collected and processed.

“Consumers, likewise, should have the confidence to know their privacy is being respected and that all personal data is treated with the utmost care, security and in compliance with all applicable laws.”

The Sizmek data centre will help support the company’s MDX NXT ad serving and campaign management platform, which claims to bring to market the most modern multichannel ad server.

It will allow Sizmek to provide clients with real time data processing and analytics.

Sizmek chief executive Neil Nguyen said: “We believe it was critically important to ensure that Sizmek meets and exceeds the new regulatory environment for data privacy and management.

“The fact is our entire industry needs a greater amount of transparency when it comes to this issue and Sizmek is fully committed to its global advertising clients’ requirements for data security and compliance.”