Since it became enforceable on May 25, the EU’s General Data Protection Regulation (GDPR) has become a legal headache for marketers, led some publishers to turn off open exchanges and even caused several vendors to pivot their business models. Here are a few charts that show how the GDPR—which states that a user’s data can be used only if that individual gives a company explicit permission—is shaking up the digital marketing industry.
The GDPR is making private marketplaces (PMPs) more attractive to marketers. In a May 2018 survey of 300 US marketers conducted by Advertiser Perceptions and Trusted Media Brands, 55% of respondents agreed that recent data protection issues like the GDPR make them more inclined to move ad dollars from open exchanges to programmatic-guaranteed and PMP deals.