GDPR (General Data Protection Regulation) and the impact on numerous industries, one of which is Digital Marketing.
A recent article in the Harvard Business Review discussed the impact that GDPR will have on this data-centric industry. Marketers will have to discover new ways to target digital ads, with less dependence on vast amounts of behavioural data.
We see GDPR as one of many steps the advertising industry as a whole is taking towards greater transparency and accountability. In a way, brand safety and consumer protection through the GDPR are two sides of the same coin.
Companies will likely see a dip in the number of contacts they can market to. On the flip side, their lists would only consist of high quality leads with a genuine interest in making a purchase. This is beneficial for the industry in the long run as marketers can be certain they are spending time, money and effort on prospects likely to give a high ROI, and audiences will no longer be bombarded by irrelevant ads.
As a result, we are likely to see this industry evolve, but potential with some improvements on the horizon.
We are committed to comply with the new Data Protection Regulation and all our services are GDPR compliant.