The impact of GDPR, in 5 charts
The arrival of the General Data Protection Regulation in May has been a rollercoaster for many companies. The law has triggered several immediate changes. Here’s a look at some of them, in five charts:
Third-party cookies plummet on news sites in Europe
The average use of third-party cookies per page across Europe has dropped 22 percent, according to a report from Reuters Institute for the Study of Journalism. The report examined third-party cookie use between April and July — before and after the May 25 GDPR enforcement date — across seven countries: the U.K., Germany, France, Italy, Spain, Finland and Poland. U.K. news publishers had the highest proportion of third-party cookies per page prior to GDPR, and so have seen the biggest drop, of 45 percent, while Germany showed the smallest change with just a 6 percent drop, according to the report.
GDPR requirements for consent mean some news organizations may be deferring some tracking cookies until after a user clicks to accept to the site’s terms for using their data — a factor the report’s authors attributed to the drop in average third-party cookies per page. Sites also may have undergone a GDPR-inspired clean-up, ridding their sites of out-of-date features and code, which could also have contributed to the drop-offs.
Marketers don’t trust their supply-chain partners
It’s no secret that the weeks leading up to the GDPR enforcement deadline in May became one massive game of pass the liability. Only 20 percent of 255 brand marketers recently surveyed by marketing tech vendors Demand Metric and Demand Base are confident that their mar-tech vendors won’t expose them to legal risks if they’re not GDPR compliant.
A resurgence for contextual targeting
Just under 80 percent of 500 decision-making brand marketers across Europe and the U.S. believe GDPR will make targeting audiences using third-party data more difficult, according to research from ad tech firm Sizmek. But contextual targeting can help fill the gap, for now at least. In fact, 87 percent of marketers said they plan to increase contextual targeting in the next 12 months, while maintaining personalized advertising where possible, according to the same report.
Smaller ad tech companies lose ground to duopoly
Unsurprisingly, it’s the smaller players that were always more likely to be affected by GDPR. Although partly dreamed up in order to slow the pace of growth of the dominant U.S. platforms, particularly Facebook and Google, many industry experts believe GDPR has inadvertently handed them more power. The prevalence of third-party social media services on news sites has fallen: Facebook’s presence across news pages examined by RISJ has dropped from 75 to 70 percent between April and July. Smaller ad tech companies were also used less for tracking by publishers.
Many U.S. sites wait it out
U.S. news sites have had a different experience with GDPR then European sites. Two months after the law’s enforcement, more than 1,000 news publishers chose to block European visitors from their sites. According to research from ad tech firm Catchpoint, the U.S. version of USA Today’s site had an average web-page load time of 9.9 seconds following GDPR’s implementation. The version in the U.K. loaded in 0.42 seconds, 0.75 seconds in France and 0.51 in Germany. Those faster load times are attributed to the removal of most external third-party features such as ad servers, Google services and analytics, and social media plug-ins. Ad rates have increased 10 percent in the U.S. since May 25 and dropped in Europe, according to research from analytics firm Ezoic.
‘Off the field business’: Sports is still shaky but sports business publications see a lucrative play
The business of sports has been turned upside down and a number of media companies are racing to capitalize on the opportunity.
As the Facebook boycott ends, brand advertisers are split on what happens next with their marketing budgets
Of the top 20 Facebook advertisers, according to Pathmatics’ 2019 data, five of them -- Microsoft, Unilever, Diageo, Coca-Cola and CVS -- are keeping media dollars away from the social network.
‘No brainer’: Marie Claire launches sampling business to boost revenue and data practice
With retail on lockdown "Working in skincare, samples are the number-one way to get people into a product."
SponsoredAs live sports roar back onto screens, brands capture a social-media lift
By TJ Adeshola, head of U.S. Sports Partnerships at Twitter Live sports are back and sports fans couldn’t be more excited. It’s no surprise that communities across the country are welcoming their teams back with open arms. For many, the return of sports brings a sense of normalcy — 67 percent of U.S. fans see […]
‘Make bold moves’: How Allure is using its platform to challenge the outdated standards in beauty
Through the pandemic, seismic shifts have occurred in how brands can interact with customers. So beauty magazines, like Allure, have stepped up to provide a valuable connection between their consumers.
How the world’s biggest advertisers are spending (or not) as the pandemic grinds on
Having pulled back in Q1, some advertisers are gearing up for a big push in the second half of the year. Others are bracing themselves for a rocky road ahead.