With the EU General Data Protection Regulation now in effect and consumer opt-in the new normal, smaller publishers have to work harder to keep up with larger entities, AdExchanger reports. Companies like Google, Facebook and Amazon can use their scale and high-frequency interactions to handle consumer opt-ins with ease. But for smaller publishers to stay competitive, second-party partnerships may become critical to obtaining deterministic data. "These arrangements might include industry partnerships; advertiser, vertical or horizontal partnerships; data exchanges; or other unique combinations," writes Ameet Shah, senior director of global technology, publisher and data strategy at Prohaska Consulting.
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