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Europe's new privacy regime will disrupt the adtech Lumascape

In a year and a half, new European rules on the use of personal information will disrupt advertising and media across the globe. Here are the three biggest impacts. 
Since 1996 when cookies were first repurposed to track users around the Web there has been an assumption that gathering and trading users’ personal information is the essence of advertising online. This is about to change.

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Publishers – your only weapon is trust

Adblocking—and publisher responses to it—sit at the nexus of two trends: the increasing value of trust in the publisher-consumer relationship, and the emerging conditions of the new information market. The Internet turns many types of information that were once scarce and expensive into overabundant—and therefore cheap—commodities. By corollary, trust and attention have become increasingly valuable. In short: As information becomes cheap, trust becomes precious.

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