Marketers expected Europe’s General Data Protection Regulation to wreak havoc with their attribution measurement efforts, but signs suggest it hasn’t been as disruptive as some had feared.

At the Digiday Programmatic Marketing Summit in May — just before GDPR came into effect — 45 percent of marketers surveyed thought that GDPR would limit their ability to measure attribution, and 49 percent said they were unsure of what would happen. Just 5 percent thought that GDPR wouldn’t make attribution measurement more difficult.

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