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Non-Targeted Mobile Ad Rates Rose Sharply After GDPR: Smaato Study

Meanwhile, mobile ad platform Smaato reports that GDPR resulted in a sharp spike in costs for non-targeted mobile ad impressions, as advertisers shied away from targeting data they were not certain was collected with proper consent. Rates rose more in the U.S. (62%) than Europe (42%), perhaps because U.S. advertisers avoided the European market altogether. Spending on data known (or at least claimed) to have proper consent rose 6.5X in the month after GDPR went into effect, from a very low base. Private marketplaces, where consent is less of an issue, grew by 2.7x in Europe. Smaato expects the prices to fall as more complaint data becomes available.

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Martech Spending Grows as Percentage of Marketing Budget: CMO Survey

April 26, 2024

Martech keeps taking larger bites out of marketing budgets: 17.3% last year, 19.9% this year, 23.5% next year, and 30.9% five years from now, according to the latest CMO Survey. This despite barely more than half (56.4%) of current tools being used and nearly half (48.8%) of the survey respondents reporting worse-than-expected results. Oddly enough, marketers rate selecting marketing technologies as the thing they do best.

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