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.
https://e.infogram.com/js/dist/embed.js?WRt
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.

Lorem ipsum dolor sit amet, consectetur adipiscing elit. Integer nec odio. Praesent libero. Sed cursus ante dapibus diam. Sed nisi. Nulla quis sem at nibh elementum imperdiet. Duis sagittis ipsum. Praesent mauris. Fusce nec tellus sed augue semper porta. Mauris massa. Vestibulum lacinia arcu eget nulla. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Curabitur sodales ligula in libero. Sed dignissim lacinia nunc.

Curabitur tortor. Pellentesque nibh. Fusce nec tellus sed augue semper porta. Aenean quam. In scelerisque sem at dolor. Maecenas mattis. Sed convallis tristique sem. Proin ut ligula vel nunc egestas porttitor. Morbi lectus risus, iaculis vel, suscipit quis, luctus non, massa. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Fusce ac turpis quis ligula lacinia aliquet. Mauris ipsum. Aenean quam. Nulla metus metus, ullamcorper vel, tincidunt sed, euismod in, nibh.

Quisque volutpat condimentum velit. Class aptent taciti sociosqu ad litora torquent per conubia nostra, per inceptos himenaeos. Nam nec ante. Sed lacinia, urna non tincidunt mattis, tortor neque adipiscing diam, a cursus ipsum ante quis turpis. Nulla facilisi. Ut fringilla. Suspendisse potenti. Nunc feugiat mi a tellus consequat imperdiet. Vestibulum sapien. Proin quam. Etiam ultrices. Nam nec ante. Suspendisse in justo eu magna luctus suscipit.

Sed lectus. Integer euismod lacus luctus magna. Quisque cursus, metus vitae pharetra auctor, sem massa mattis sem, at interdum magna augue eget diam. Vestibulum ante ipsum primis in faucibus orci luctus et ultrices posuere cubilia Curae; Morbi lacinia molestie dui. Praesent blandit dolor. Sed non quam. In vel mi sit amet augue congue elementum. Morbi in ipsum sit amet pede facilisis laoreet. Donec lacus nunc, viverra nec, blandit vel, egestas et, augue. Vestibulum tincidunt malesuada tellus. Ut ultrices ultrices enim. Curabitur sit amet mauris. Morbi in dui quis est pulvinar ullamcorper.

  • LinkedIn Icon