Digiday Research: European marketers see GDPR hurting audience targeting

At the Digiday Programmatic Marketing Summit Europe last month in Portugal, we sat down with 52 brand and agency marketers to learn how satisfied they are with their audience-targeting capabilities. Check out our earlier research on the use of artificial intelligence in marketing here. Learn more about our upcoming events here.

Quick takeaways:

  • Only 37 percent of marketers in Digiday’s survey from the event are satisfied with their ability to target audiences at scale.
  • Marketers’ most common fear about the General Data Protection Regulation is a decreased ability to target consumers.

Marketers in the U.S. and in Europe aren’t thrilled with their ability to target audiences at scale. Just 37 percent of European marketers surveyed at the Digiday Programmatic Marketing Summit Europe said they are satisfied with their audience-targeting abilities, while Digiday’s previous research found that 40 percent of U.S. marketers are satisfied.

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Lars M. B. Anthonisen is Global Account Lead @ Google. Previously, he held various digital marketing positions at media companies across Europe and Asia including Regional Digital Director at MediaCom APAC, CMO at Adform and Digital Manager at Universal McCann Worldwide.