Post-GDPR, Purch points to 70 percent consent rates and the sweet spot for contextual targeting

Both user consent for data-based ad targeting and contextual advertising for non-data-based targeting may be gaining new life following the launch in May of the General Data Protection Regulation (GDPR). Some adtech observers have contended that contextual advertising can take the place of data-based audience targeting, because it does not require consent and could cost less. …

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