The real impact of GDPR on marketers is still becoming clear.
Like many publishers, the New York Times stopped behavioural targeting in open ad exchanges for its European site before the regulation came in last year, switching to geographic and contextual targeting with all inventory sold direct.
But no longer using browsing behaviour for targeting hasn’t hit the Times’ ad revenues in Europe. Instead they're up “significantly”, according to Jean-Christophe Demarta, svp for global advertising, who commented “the desirability of a brand may be stronger than the targeting capabilities.”
[5 minute read; article may be behind a paywall]