Whatever the long-term effects of the General Data Protection Regulation (GDPR), the short-term effects include a boost in effective CPMs for non-targeted mobile ad inventory.
That’s a key finding in a recent report from mobile ad platform Smaato, “Global Trends in Mobile Advertising,” based on trillions of ad requests through its platform. In the Americas, for instance, prices for non-targeted ad impressions increased 59 percent in the period from April 1 to June 30, which includes the May 25 implementation launch for GDPR.
Why would rates for inventory of publishers in the Americas — mostly premium US publishers — increase because of GDPR? In their immediate response to the new regulation, US publishers pulled back inventory targeted at users’ data, especially for users with European IP addresses or with unknown origination. GDPR applies to any European Union visitors, regardless of where the publisher is.
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