New data protection laws are going to create a "wave of paranoia" about the use of consumer data, according to Ryan of Irish advertising company Page Fair. Instead of using arcane algorithms and ill-gotten user data, ad brokers would seek the most relevant publications, or sections of publications, to place their clients' products. GDPR (GDPR), effective next May , will require all companies to ask EU users for permission to track their data for ad-targeting purposes. However, the rules may change mindsets in the ad industry, which has primarily been concerned with how it can "hoover up as much data" as possible, Johnny Ryan said. Unscrupulous practices will come under scrutiny when the EU comes into effect, meaning advertisers may focus on above-board relationships with publishers.
New data protection laws are going to create a "wave of paranoia" about the use of consumer data, according to Ryan of Irish advertising company Page Fair. GDPR (GDPR), effective next May , will require all companies to ask EU users for permission to track their data for ad-targeting purposes. However, the rules may change mindsets in the ad industry, which has primarily been concerned with how it can "hoover up as much data" as possible, Johnny Ryan said. Unscrupulous practices will come under scrutiny when the EU comes into effect, meaning advertisers may focus on above-board relationships with publishers.