The EU Digital Markets Act: what is it and why is it relevant to advertisers?

The EU Digital Markets Act sets new rules for a small number of large, so-called 'gatekeeper' platforms aimed at creating more competitive digital markets and improve conditions for business users. The DMA will prohibit 'gatekeepers' from engaging in certain listed conduct and oblige them to share certain data with their business users (including advertisers). This could drive necessary transparency in the way those platforms provide advertising services. 

WFA has developed a brief summary of the Digital Markets Act. 

The WFA explainer consists of an overview of the main measures in the DMA relevant for advertisers:
• Promoting ad performance measurement transparency for advertisers
• Promoting ad pricing transparency for advertisers 
• Promoting transparency in consumer trends and preferences for advertisers 
• Resitrcting gatekeepers' ability to combine personal data for advertising purposes
• Tackling dark patterns

Last updated: March 2024
Members can download the one-pager below.

WFA has also developed a similar document that summarises the Digital Services Act, which accompagnies the DMA proposal and can be accessed here.