
How GDPR has changed the advertising game
“Content-based advertising is the foundation on which TV, radio and print have survived and grown for the last 200 years – and is also why Google is so rich”
Opinion: thanks to GDPR, digital advertising is about to see a back to the future return to the tradition of good content General Data Protection Regulations (GDPR) came into force across Europe on May 29 and have since severely restricted popular forms of digital marketing.
However, it has also created new opportunities which may be life-saving for online publishers who have been struggling with declining ad revenue for the last decade or so. Many see GDPR as a blow to the digital marketing industry but, in reality, it’s a great opportunity. There are two ways of delivering an online ad: behavioural targeting and content-based. Behavioural targeting involves identifying individuals by their web surfing patterns, working out what their interests are from those patterns and then delivering “targeted advertising” which match those interests.
It’s not new: behavioural targeting was pioneered in the United States by the Sears Catalogue in the 1920s, which analysed customers by their purchase patterns. The web simply made it possible to analyse more people in more detail. However, it has never been popular with consumers, who complain that it feels “creepy” when a company seems to know so much about you. It became an online privacy issue because companies emerged who specialised in tracking people around the web through hidden techniques and building secret profiles of visitors.
Click here to view original web page at How GDPR has changed the advertising game
7 Content Marketing Mistakes to Avoid in 2023
It is really difficult to be bang-on CORRECT all the time! You can easily relate to this fact if…
0 Comments9 Minutes
How to Boost Business Rates Through Customer Conversion
In the business world, one of the most important metrics to track is your conversion rate. Your…
0 Comments6 Minutes
Tips on Presenting a Strategic Marketing Plan
Every success story starts with clear goals and a good plan. Things aren't really different if we…
0 Comments7 Minutes
Search Engine Optimisation Trends You Should Be Aware Of In 2023
The emergence of the Internet over the last few decades has dramatically changed human society in…
0 Comments3 Minutes