Digiday+ Member Article

At the Digiday Hot Topic UK: GDPR event in May in London, we surveyed 22 companies on what they predict will happen as a result of the General Data Protection Regulation. Check out our earlier research on what companies are tracking to measure the impact of GDPR here. Learn more about our upcoming events here.

Quick takeaways:

  • Sixty-eight percent of respondents to Digiday’s survey say Google and Facebook will benefit most from GDPR.
  • Publishers, followed by ad tech vendors, are most likely to experience the brunt of negative GDPR consequences.
  • Three-quarters of respondents are worried about declines in digital revenues as a result of GDPR.
  • Seventy-five percent of companies say the greatest cost incurred in the run-up to GDPR was time spent on GDPR-related issues.

Publishers face the most negative GDPR consequences
GDPR, which took effect May 25, is a massive overhaul of the European Union’s privacy laws and has industry insiders worried about the future of ad-supported businesses. Industry executives have clear opinions on who GDPR will negatively affect most. Of the executives polled at the Hot Topic event, 40 percent thought publishers were most likely to be negatively affected, while 38 percent chose ad tech vendors.
Getting user consent on behalf of Google exposes publishers to a myriad of risks, including ensuring vendor compliance with GDPR, ad-targeting reductions and lower CPMs. Publishers that use WordPress face uncertainty about whether WordPress plug-ins powering their sites are GDPR-compliant. While GDPR could improve the quality of data that companies collect, it will also reduce the amount of information that they collect, as consumers opt out of sharing their data. With a smaller pool of information about their users, publishers will struggle to attract premium advertisers.

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