GDPR is limiting the gathering and use of third-party data for a variety of purposes including advertising, it was worried this would seriously effect targeted campaigns including the death of personalization in the EU segment and complete transformation of advertising approaches to abstract context-based digital advertisements.
Media sales are recovering to its previous position and adapting, as contextual targeting and first-party data and have forced ad tech developers to transform targeting and personalization has aided this process with programmatic advertising is in the clear. Instead, expect new strategies to emerge for targeted advertising along best practice guides for 2019 which inadvertently provides new opportunities.
What will happen outside the European Union? There is pressure in the United States and the Asia Pacific to tighten privacy and security measures on the ad tech industry. We’ll have to wait and see how do publishers, advertisers and agencies work news strategies and best practices to turn this into an opportunity.