With 30% of internet users expected to filter ads by 2018, and data suggesting UK publishers are losing between £500,000 and £2 million a year to ad blocking, there is an obvious need to address the blocked web. But with the many different ways of approaching this issue, there is no “one fits all” solution.
Last year's ads for Alien: Covenant were a groundbreaking use of interactive video in a marketing campaign. For professionals it also pointed to the great opportunities in using data effectively and the recent seismic shifts in how advertising can work.
With the General Data Protection Regulation (GDPR) coming into effect this May, it has never been more critical to keep data clean. Here are three practical steps for businesses looking to focus their customer data audits and stay one step ahead while gaining an internal benchmark to work from.
Lotame's General Counsel & Vice President of Global Privacy, Tiffany Morris and Sizmek's Chief Privacy Officer Ari Levenfeld weigh in on the two key issues for applying GDPR in the adtech ecosystem: establishing third party consent and protecting data.