Digiday+ Member Article

At the Digiday Hot Topic UK: Data-Driven Publishing event last November in London, we sat down with over 20 media-buying executives from major agencies across the country to discuss developing trends such as the General Data Protection Regulation and addressable TV’s potential. Check out our earlier research on advertisers’ lack of concern about brand safety here. Learn more about our upcoming events here.

Top findings:

  • Addressable TV has a long way to go to match digital advertising. Only 16 percent believe TV networks or OTT platforms collect the best data for consumer targeting.
  • Seventy-five percent of respondents don’t believe addressable TV can replace digital advertising if the GDPR damages audience-targeting capabilities.
  • $600 million was spent on addressable TV in 2017, up from $450 million in 2016.

The enforcement of the GDPR on May 25 has most in digital media on edge. The GDPR will upend how data is collected from consumers and then used to target them. Some advertisers have noted the GDPR’s potential to improve the quality of data collected, but many are apprehensive about what the GDPR means for their ability to accurately target consumers. Location-based ad tech vendors that supply the data necessary for audience targeting are particularly susceptible to the GDPR’s effects because of how they collect their data.

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