August 13, 2018

Mixed Reports on GDPR Impact

GDPR Consent Rates Top 90%: Quantcast Report

Quantcast

More than one observer has proclaimed GDPR a failure because the world didn’t change overnight when it took effect. Personally, I think a radical disruption would have been an even greater failure. In any case, audience tracking vendor Quantcast reports that Web sites using its free consent manager have achieved a consent rate above 90%, including accept and decline options. Quantcast told Martech Today that over 80% of visitors consented to every type of data sharing they were offered. So, yeah, it's mostly business as usual -- but people who really care do have more control than before.

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One-Third of Major U.S. News Sites Blocking Access in Europe Due to GDPR Fears: Nieman Foundation

Nieman Foundation

Of course, people can’t grant consent if they’re not offered the opportunity. But many U.S. publishers are apparently so spooked by GDPR that they won’t even try. Nieman Foundation reports that about one-third of top U.S. news sites are blocking access by European visitors. As the authors point out, advertisers on U.S. sites have little interest in viewers outside the U.S., so publishers have little financial incentive to address the issue. It seems they’re also not concerned about European nationals who access their sites from outside the U.S., even though those people are also covered by GDPR.

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Sixty Percent of Marketers Are Changing Their Global Privacy Approach Due to GDPR: Demandbase Survey

Demandbase

Despite the confusion around GDPR, 60% of companies in this Demandbase survey said it has caused them to change their global approach to privacy. Yet just 32% were fully GDPR compliant while 22% were entirely unaware of it. Not quite half – 41% -- were at least somewhat concerned that their martech vendors might expose them to GDPR compliance risks. The survey was taken several weeks after the GDPR effective date.

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