Digiday Research: After GDPR, U.S. marketers are more worried about audience targeting limitations than fines
- Fifty-one percent of U.S. marketers’ biggest worry from GDPR is losing audience targeting capabilities.
- U.S. marketers are nearly half as likely to say being fined is their biggest GDPR concern compared to European marketers.
When the General Data Protection Regulation came into effect on May 25th earlier this year, some marketers — specifically those in the U.S. — were caught off-guard and were unaware the new regulations would apply to them. As marketers worked to understand what the future of advertising would look like in a post-GDPR world, key questions surrounding data usage, regulatory fines and legal obligations to users went unanswered.
In the run-up to GDPR, Digiday surveyed 46 U.S. marketers at the Digiday Programmatic Marketing Summit this past May to find out what their biggest GDPR concerns were. The majority of marketers were concerned by the heightened possibility that they would have a more difficult time targeting audiences. Massive fines certainly claim media headlines, but only 18 percent said that fines were their biggest concerns.
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