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Advertising in the Digital Age

Whether it be Adtech, Influencer Marketing or Dynamic Pricing – The digital transformation of advertising is changing the marketing industry rapidly. As the legal situation becomes more and more complex, companies are left with different legal uncertainties. In this PlugIn edition, our experts provide insights on the legal framework of advertising in the digital age. They take a closer look on topics such as the legal use of foreign trademarks in online marketing, comparison websites, pricing strategies as well as the legal framework of influencer marketing and Adtech.

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Influencer Marketing – Effective Promotion with Legal Uncertainties

Influencer Marketing – Effective Promotion with Legal UncertaintiesMarketing in the digital age is dominated by new technologies that enable tracking and automated profiling.  This leads to targeted marketing and tailor-made advertising, constantly improved by self-learning ...

How Digitalisation enables the Legal Use of Foreign Trademarks in Online Marketing Tools

How Digitalisation enables the Legal Use of Foreign Trademarks in Online Marketing ToolsThe digital transformation of commerce in recent years has led to new online marketing opportunities for trademark proprietors. The use of your own trademarks in order to navigate the consumer through ...

Adtech – what do the EU regulators think?

Adtech – what do the EU regulators think?While governments around the world grapple with the issue of how to regulate content on the internet, the Adtech ecosystem is already subject to a wide regulatory framework. This has intensified with the ...

Adtech industry under scrutiny of the German Data Protection Authorities

Adtech industry under scrutiny of the German Data Protection AuthoritiesWhen we use apps or browse the web, play online games or stream the latest season of our favorite tv shows on mobile devices, the publishers of the app or content are often tracking our activity to provide ...

Comparison Websites in the focus of the German Federal Cartel Office

Comparison Websites in the focus of the German Federal Cartel OfficeThe competence of the German Federal Cartel Office (Bundeskartellamt, FCO) in the area of consumer protection may soon become significantly broader. This would provide the FCO with a completely new role ...

Dynamic and Personalized Pricing

Dynamic and Personalized PricingWhat is Dynamic and Personalized Pricing? The Dynamic Pricing model is the basic model of individually determined prices. Here, price fluctuations are carried out over time on the basis of different variables ...