A Contrarian View on GDPR: How it Will Strengthen Online Advertising
The General Data Protection Regulation (aka GDPR). It’s coming, in case you haven’t heard this a thousand times already. Still, nobody seems to be getting into the nitty-gritty of how it will affect the supply of data, i.e., the stuff we use to make advertising awesome. So here’s my take on that.
I can’t fully answer a question of this magnitude in this post, but I will try to summarize how I expect the three main types of data used in most programmatic campaigns will be affected: first-, second- and third-party data.
This is just a prediction but should help anyone doing programmatic advertising to prepare for the GDPR. Note that the GDPR theoretically applies only to data collected from European citizens, but it’s likely to force change in the business practices of companies in the US as well.