DSP ‘contextual’ targeting offers solution to strict GDPR regulations

David Barton GDPR Leave a Comment

Programmatic online advertising will not cease to exist because of the GDPR or the proposed ePrivacy Directive. Personally-identifiable information (PII) may seem essential to digital advertising, but it is not the only way to target a relevant audience. Targeting based on context was a reliable method for decades before we came to rely on collecting and cross-referencing vast amounts of intrusive data.