GDPR means brands can’t use 43% of EU audience data

Senior media planners and buyers for hundreds of the world’s biggest brands are predicting 43% of consumer audience data will be unusable post GDPR.

The research by in-content contextual targeting firm, Vibrant Media, was conducted after the vast majority of brands had executed their compliance strategies. Some of the problems brands are reporting include: low opt-in rates to email databases; slow uptake to review and set communications preferences; low traffic rates to websites so consent can be confirmed; and a lack of confidence in the adequacy of GDPR compliance.

  • Nearly half of media buyers (48%) think that infringements of the GDPR will be difficult to enforce, yet brands are reporting a decline in spend on the most GDPR compromised marketing strategies.
  • For example, 42% say that the GDPR is resulting in a drop in programmatic spend.

Brands are telling them that the reputational risk of a GDPR-infringing programmatic campaigns is enough to put such strategies on hiatus. There are even rumours that brands planning to continue running GDPR-risky campaigns have established budget lines to pay for fines.

To maintain necessary scale, brands need to deploy marketing strategies that are keenly targeted to consumers but unreliant on data. Perhaps that’s why seven out of ten media buyers (68 per cent) told Vibrant Media’s researchers that more emphasis will be placed on contextual targeting ad campaigns in response to the GDPR. Placing ads within contextually relevant editorial targets consumers by their interests but without relying on consumer data such as cookies.

Vibrant Media’s CEO, Doug Stephenson.

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