Privacy Shield was a data protection agreement meant to secure the transfer of personal data from the EU and Switzerland to the US.
Privacy Shield was set to replace Safe Harbor, invalidated by the Court of Justice of the European Union (CJEU) in October 2015. The updated agreement was intended to protect European residents’ rights effectively, ensure an appropriate security level for processing personal data, and enable seamless data and market exchange between the EU and the US.
However, on July 16, 2020, the CJEU invalidated the Privacy Shield in a decision known as the Schrems II ruling. The court stated that sending personal data from the EU to the US is unlawful if companies can’t guarantee it will be kept from US intelligence. As a result, Privacy Shield is no longer a valid legal basis for EU-US data transfers.
On July 10, 2023 European Commission adopted a new adequacy decision – the EU-US Data Privacy Framework, also known as Privacy Shield 2.0.
Check out our blog posts on Privacy Shield:
Privacy Shield
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Five things every marketer should know about web analytics in 2026
Web analytics is changing fast. AI is moving from buzzword to actual business impact, privacy rules keep shifting on both sides of the Atlantic, and marketing teams are rethinking their tool stacks. What does this mean for analytics strategy in 2026? We asked industry experts to share their predictions.
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First-party analytics without consent: Your Digital Omnibus compliance guide
The Digital Omnibus is the European Commission’s simplification initiative to modernize the EU’s digital rulebook and reduce consent fatigue. The framework would enable first-party analytics without consent when specific criteria are met, ending years of uncertainty about the use of legitimate interest for web statistics.
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Recent posts from Piwik PRO blog
- Five things every marketer should know about web analytics in 2026
- First-party analytics without consent: Your Digital Omnibus compliance guide
- University website personalization: First-party data strategies for student recruitment and retention
- Digital marketing in the energy sector: Key challenges and fixes
- From Customer Data Platform to Data Activation: Why we’re evolving our approach
- Life after GA4: Why EU organizations are going local
- Telehealth analytics: Optimizing virtual care experiences in a HIPAA-compliant way
- The combined benefits of using Piwik PRO and Cookie Information Consent Management Platform