24 Aug GDPR May Only Strengthen Google and Facebook Ad Dominance
Mark Read, joint chief at the world’s largest ad agency WPP, recently told Reuters that the GDPR is posing a significant challenge for the digital ecosystem, but may ultimately be a good thing for both the ad companies and consumers.
It was also pointed out that EU’s new data rules may be putting smaller businesses that rely on tracking people online in jeopardy. Ad tech groups such as Kargo has already pulled out of Europe, saying that the GDPR brought too much uncertainty which is unlikely to change until it is applied in specific cases.
On the other hand, it may increase the advertising dominance of companies like Facebook and Google since loyal customers are likely to continue giving their consent freely to be able to use the sites.