The future of programmatic model after GDPR
The basis of media buying in the programmatic model is precise targeting. Demography, geolocation, interests, shopping behavior – all this allows advertisers to reach the target audience with the message. However, the new regulations imposed by the GDPR cause a wide limitation of access to user data. This in turn forces advertisers to submit to the new digital reality. The changes we are witnessing are opportunity or a threat to the industry?