The single most significant regulation in the history of digital advertising, the General Data Protection Regulation (GDPR), comes into force next week.
While often portrayed as a burden for digital advertising, GDPR will in fact be the catalyst for a new era of quality and clarity in the ecosystem. For too long digital has been the “wild west” of the advertising industry, but GDPR’s potential penalties will lead publishers to carefully scrutinise the quality of their partners. This will inevitably lead to consolidation around the industry’s most responsible providers, as publishers refuse to place their fate in businesses they don’t trust. For the first time, trust, quality and clarity in the digital advertising ecosystem will be non-negotiable.
