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It’s a bit like landing on the snake in Snakes and Ladders and you’ve slid back a whole bunch of spaces all at once. But don’t despair. There are some great opportunities in this new world, but it’s going to take some work. What is going to advance a business implementing GDPR is not simply a massive database, but offering people a compelling and engaging value proposition. High-quality video is going to be a source of differentiation for both marketers and publishers. If you’ve lost a substantial percentage of your audience in a GDPR exodus, video is a perfect opportunity to re-engage. If you don’t have some of the data you’ve had in the past, it’s going to be harder to provide a targeted experience for users. This may mean a viewer isn’t as likely to stick with the experience you’re offering, and advertisers might be more cautious without the microsegmentation and targeting that comes along with a dense storehouse of customer data.
WHAT IS GOING TO ADVANCE A BUSINESS IMPLEMENTING GDPR IS... OFFERING PEOPLE A COMPELLING AND ENGAGING VALUE PROPOSITION
big winners, and with them the publishers and tech vendors who care about reputation and quality. On the whole GDPR will benefit the premium end of the market. That doesn’t only mean media behemoths, it’s the high- quality niche offerings as well. Low quality advertising, leveraging customer data in a potentially underhanded way is going to fade away, and brands that stand for quality and respect for data will be coming out on top. GDPR makes it harder to capture a viewer’s data and the truth is very few people go out of their way to watch ads.
Everything that helps create a better viewer experience, including such technologies as server side ad insertion or the option to turn off ads in exchange for access to some customer data, will be key in rebuilding an audience – and perhaps a more dedicated audience. BENEFITS GDPR doesn’t just mean upping the game in terms of content and service, it also means that the quality of the data we have is going to improve. As the effect of GDPR is felt, the audience will end up being the
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