Re:GDPR: Programmatic ad buying plummets in Europe
by bostik on Saturday May 26, 2018 @02:48PM
(#17163637)
> why is lowering online ad revenue [a negative effect]?
It may not do that in the long term. Total spend for online advertising is probably a relatively stable figure.
In the short term it will likely have, at least from where I stand, a net positive effect. Now that industrial-grade stalking is finally illegal, companies whose sole business model was based on it will suffer. Possibly collapse. Well boohoo, cry me a river.
If and when large enough portion of the target market may no longer be stalked, the advertisers will have to come up with new (or rediscover old), non-intrusive ways to target their audience. The value of intent- and context-based audience segmentation might just go up again.
But how do you know which ads, and on which sites, ended up working the best? How about generating per-impression [bonus] codes? You don't need to stalk your potential customers if they willingly submit opaque and non-trackable information that allows you to trace the ad campaigns. GDPR does allow incentivisation, after all.
It may not do that in the long term. Total spend for online advertising is probably a relatively stable figure.
In the short term it will likely have, at least from where I stand, a net positive effect. Now that industrial-grade stalking is finally illegal, companies whose sole business model was based on it will suffer. Possibly collapse. Well boohoo, cry me a river.
If and when large enough portion of the target market may no longer be stalked, the advertisers will have to come up with new (or rediscover old), non-intrusive ways to target their audience. The value of intent- and context-based audience segmentation might just go up again.
But how do you know which ads, and on which sites, ended up working the best? How about generating per-impression [bonus] codes? You don't need to stalk your potential customers if they willingly submit opaque and non-trackable information that allows you to trace the ad campaigns. GDPR does allow incentivisation, after all.