As featured on MediaTel on 24 May 2018.
As GDPR comes into full force, senior media buyers for hundreds of brands are predicting a loss of 43% in EU audience data, as they say consumers will choose to opt out of an involuntary data relationship.
According to research by adtech company Vibrant Media, the implementation of compliance strategies is rife with problems for brands. With low opt-in rates to email databases, slow uptake to review communications, and a lack of public confidence in the adequacy of GDPR compliance, data reliant marketing campaigns may no longer present the best strategy.
The research further shows that, as a result, 42% of media buyers say brands are dropping their programmatic spend, fearful of the reputational consequences of potentially infringing the new regulations.
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