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Media Buyers Fear GDPR Will Make 43% of Consumer Targeting Data Unusable

Trend Summary: US media buyers fear the EU's General Data Protection regulations [GDPR] will render 43% of consumer targeting unusable.


A survey of top US media buyers and planners at thirty two major media agencies, conducted by contextual targeting platform Vibrant reveals that buyers fear ... 

... their clients’ consumer data will become unusable because of the new regulations.

The average of all buyers' responses was 43%, with the highest response notching 85%.

Two-thirds of survey respondents agreed that the effect of GDPR will be to do more contextual targeting, while 26% were neutral and only 8% disagreed.

Read the original unabridged MediaPost.com article. 

 

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

... their clients’ consumer data will become unusable because of the new regulations.

The average of all buyers' responses was 43%, with the highest response notching 85%.

Two-thirds of survey respondents agreed that the effect of GDPR will be to do more contextual targeting, while 26% were neutral and only 8% disagreed.

Read the original unabridged MediaPost.com article. 

 

[Estimated timeframe:Q1 2018]

All data sources are attributed with links to the original insight. The insight is then summarised and, where appropriate, enhanced with additional information.

Source: www.mediapost.com
MTT insight URL: http://marketingtrendtracker.com/article.aspx?id=7390