What was the buzz around the office last week? How brands will handle GDPR, programmatic advertising goes mainstream, and Amazon increasing their original content spend by $1 billion.
General Data Protection Regulation or GDPR will likely affect the way marketers manage targeting campaigns throughout Europe. Going into effect in May, this EU-based regulation will give users the power to authorize whether or not brands can leverage their only data. In a recent survey of UK internet users, 60% said that GDPR would make them question how their data is used while a third of respondents revealed they would exercise their exclusion rights when GDPR goes live. According to eMarketer, if users follow through with restricting their personal data, brands will start to rely more on contextual targeting.