Considering the General Data Protection Regulation (GDPR), the new California Consumer Privacy Act, massive fraud, lack of transparency and the hostility of various browsers to third-party cookies, it feels like digital advertising has come to a fork in the road.
So, which path(s) should it take?
“The pendulum has swung too far” toward programmatic advertising directed at users’ profiles using third-party data, Forrester analyst Susan Bidel told me recently, complicating my path-in-the-road metaphor.
“If you listen to [Proctor and Gamble] and Unilever,” she said, “they are all saying that digital marketing as practiced in the last five or six years has not borne out.”
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