Now the dust has settled more firmly over the General Data Protection Regulation, certain ad-buying trends are becoming easier to spot. One that has attracted attention among certain vendors and publishers is a rise in ad rates, which some ad tech vendors have attributed to GDPR along with efforts like Ads.txt.

In some cases, vendors have said that the average CPMs for ad impressions that have consent strings attached — meaning they have information about whether or not a user has given permission for their data to be used for personalized ad targeting — have risen anything between 20 and 100 percent.

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