Dire Predictions Aside, GDPR Didn’t Kill Ad Retargeting (It’s Growing)
Six weeks after the arrival of the General Data Protection Regulation, spending on retargeting is rising, according to several advertising executives. In the case of three of those executives, who all spoke to Digiday on condition of anonymity, brands cut spend on prospecting campaigns but continued to retarget ads in the wake of the regulation being enforced.
Prospecting in programmatic is done on reach and scale and so mainly uses third-party data, which is far too risky for advertisers when it comes to knowing if it has been legally obtained. Retargeting, on the other hand, is an area of certainty for those brands that have shifted spend to safe GDPR-compliant businesses. When the Interactive Advertising Bureau’s consent framework launched in April, it was widely adopted by publishers and major players and, when properly informed, a majority of users have shown a willingness to opt in. The impact to retargeting has, therefore, not been as dramatic as some industry observers anticipated.