Digiday+ Member Article

There was, and probably still is, a fair amount of panic in the digital media industry as companies struggled to figure out how to solicit consent and properly process and transfer data under the recently enacted General Data Protection Regulation. A top concern of ad tech vendors in particular: Publishers, uncertain about whether their vendors were GDPR-compliant, would cull them post-GDPR.

It’s become increasingly common for publishers to reduce the number of vendors they work with. Publishers have shed vendors to help boost their site speed, increase CPMs and simplify cross-device campaigns. But few companies have cut vendors as a result of GDPR. In an online survey of Digiday+ members conducted this month, just 18 percent of the 16 companies surveyed admitted to cutting a vendor due to GDPR.

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