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GDPR for advertisers

The repercussions of the GDPR have caused a lot of noise in the world of online advertising and the number of Internet users who have chosen to share their data is increasingly minimal, although with an unexpected backlash for advertisers because consumers who still sharing their data online has a much greater value, the latter having “nothing to hide”…

Since GDPR has come into force, internet users can finally control their personal data provided to the various services and websites they consult. As a result, the amount of information collected by analysis organizations has declined significantly.

Over the past two years, it has been more than 11% of users who have simply stopped sharing their personal data online due to the GDPR. For those who have not yet read it and who wish understand the GDPR, please note that this law gives you the possibility, as a resident of the EU, to know precisely what data is collected and what its purpose is. Another interesting fact is that you are given the possibility, upon simple request, to have this information deleted for any reason.

Furthermore, it was also noted that a recent study by MIT that the overall volume of data collected has continued to grow, in particular because Internet users who do not configure the systematic refusal of data sharing but also because analytics data are increasingly numerous. In general, the traceability of users agreeing to share their personal data has increased drastically, and more precisely by 8%. approximately since the entry into force of the GDPR

In order to carry out this in-depth analysis, researchers from MIT as well as those from Columbia University carried out a study via an anonymous advertising company specializing in the Analytics of online travel agencies. This data is the result of a campaign that took place between January 1 and July 31, 2018. The GDPR came into force in May 2018.

Since the entry into force of the GDPR, some Internet users share even more personal data.

Advertising agencies and companies specializing in Analytics measure, among other things, the existing ratio between the number of clicks and conversions., that is to say, the purchase of a good or a service. To do this, they need data to precisely target their audience. To do this, a majority of them use cookies, hence the acquiescence banner present on sites capable of collecting data on EU soil.

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The entry into force of the GDPR has drastically reduced tracking by cookies by more than 12.5%, a hard blow for advertisers who must now focus more on machine learning to analyze the data thus collected rather than relying on their raw statistics.

The positive point of these restrictions and the drop in Internet users sharing their data is that the majority of those who do not use an application or do not configure their browser in a way to protect their confidentiality makes it possible to improve the advertising tool leading to targeting users in a more targeted manner. Advanced Marketing campaigns like nurturing thus emerge more efficient, personalized and effective. A real snub to the GDPR supposed to reverse the trend.

This is precisely why, overall, the traceability of these Internet users to increase by 8% despite the strict application of the GDPR. To protect yourself, you should not hesitate to use software like AdBlocker or even switch your browser to private browsing.

Finally, you should also know that the advertising data thus collected makes it possible to improve advertising targeting, and thus adapt to the habits of the Internet user by displaying advertising inserts interesting and relevant rather than random advertising, which is often not appreciated by users.

Where this data can prove to be a good thing for both advertisers and Internet users, the latter can be used for clearly dubious purposes, such as, for example, adapting the price according to your origin or your resources or your terminal (Android, Apple.) a little-known but very widespread practice in the world of commerce and service provision.