GDPR Disrupts Programmatic Ad Market in Europe

Programmatic ad buying in Europe has been disrupted by incomplete preparations for GDPR, which went into effect on Friday. Some publishers have stopped accepting programmatic ads and Google has stopped placing ads through third party exchanges. Ads can still be placed through Google’s own DoubleClick Bid Manager. Google will allow more inventory once it completes its integration with the IAB’s consent framework, something it apparently didn’t start working on until quite recently. It’s unclear whether marketers’ results will be hurt by the disruption and a safe bet that consumers won’t care at all.

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LiveRamp Launches Data Quality Scoring Service with Lucid

May 30, 2018

Let’s follow up today on stories we’ve covered earlier. Remember that mini-trend of data quality scoring services? LiveRamp has announced its own scoring initiative, focused more on quality than lawful consent. Its first partner will be Lucid, which will check data sources against Lucid’s panel of survey respondents. Irony alert: quality measures are becoming available just as the entire notion of buying lists is under attack for privacy reasons.

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Bombora Offers B2B Ad Targeting and Personalization Based on Content Consumption

June 2, 2023

Bombora has launched Visitor Insights, a consent-based website tag that tracks the topics a device has consumed.   It infers intent, job function, management level, and other information that B2B publishers can use for ad targeting and personalization.  This Bombora report shows intent trends by industry: for example, media and advertising users show 70% more interest in Customer Data Platforms than they did last year.

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