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Programmatic buy is recovering in Europe after the shake that came a month ago as GDPR came into effect.
Advertisers cut their programmatic buy by as much as 50% in the days following the start of enforcement, since many publishers lacked consent technology and advertisers were nervous about potentially noncompliant campaigns.
Now the cuts have been lowered to about 20-30% as compared to the period before GDPR came into effect, while publisher opt-in rates are getting up to 75%, DigiDay reported.
This shows that popularity of programmatic buy and the convenience it offers to big advertisers is stronger than the fears entailed, but with one notable difference now. Namely, advertisers are now paying much more attention on data quality, which has trimmed the amount of third-party data flowing through the programmatic ecosystem significantly.
Chris Ashton-Green, founder and chief revenue officer at Regit.cars, commented on this development: “The third-party data pot has declined aggressively, and advertisers are telling their agencies that they need more first-party data in order to be [GDPR]-compliant and brand-safe,” said.