Brands could be losing almost half of their EU consumer data following the General Data Protection Regulation (GDPR) roll-out. According to research by Vibrant Media, 43% of consumer data may be lost due to low opt-in rates for email newsletters and databases. People have been slow in responding to and reviewing GDPR compliance emails.
“GDPR is forcing brands to rethink their marketing. This is a positive change for consumers. Agency execs are predicting that 43 per cent of consumers will choose to opt out of an involuntary data relationship with brands, which presents a real opportunity to build trust with consumers so they opt-in to a more positive, transparent relationship,” explained Doug Stevenson, Vibrant Media’s CEO.
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However, 48% of media buyers believe that violations of the GDPR will be difficult to enforce.
At the same time, 42% of media buyers said that programmatic spend had dropped as a result of GDPR.
“The reach of data reliant marketing campaigns will be greatly reduced after 25 May 2018,” added Stevenson. “To maintain necessary scale, brands need to deploy marketing strategies that are keenly targeted to consumers but unreliant on data. Perhaps that’s why 68 per cent of media buyers told Vibrant Media’s researchers that more emphasis will be placed on contextual targeting ad campaigns in response to the GDPR. Placing ads within contextually relevant editorial targets consumers by their interests but without relying on consumer data such as cookies.”