GDPR’s Impact on Advertisers So Far
While the buildup to prepare for GDPR may have felt like an unnecessary fire drill for some, the impacts on programmatic are still being realized as more and more marketers establish the most effective ways to reach their target audiences in a post-GDPR world. Primary implications seen thus far are threefold:
1. GDPR compliance put heavy limitations on advertisers that historically utilized third-party data targeting. This forced many to shift their targeting strategy to first- and second-party data, where personalization and conversion are strong but scale is often limited.
2. Contextual targeting received a resurgence as a result of GDPR. With a portion of consumers declining the capture and use of their personal data, retargeting efforts stalled for some brands. But contextual targeting filled the gap with the scalability and hyper-relevance marketers previously relied on from third-party data and retargeting efforts.
3. Companies are preparing for similar data protection laws and regulations in the United States. Since GDPR’s launch, California passed the Consumer Privacy Act, giving residents of the state significantly more control over their personal data. Although the law will not go into effect until 2020, it’s set the stage for other states across the country to follow suit.