Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
PRO+
New data sets, deeper insights, and flexible data visualizations.
Learn More
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to EMARKETER's daily, weekly, and monthly podcasts.
Learn More

GDPR Is Making Users Question How Their Data Is Being Used

Marketers will likely have a more difficult time relying on audience targeting

Data regulation is forcing users to think critically about digital privacy.

Many marketing tech vendors—including ad retargeters, location data companies, demand-side platforms (DSPs) and data management platforms (DMPs)—don’t have a direct relationship with users, so they often obtain user data without ever getting consent.

These vendors could soon be in for a wake-up call since the EU’s General Data Protection Regulation (GDPR) is likely to lead EU citizens to become more selective about how they share their personal data online.

In a February 2018 survey of 1,050 UK internet users conducted by The7stars, nearly 60% of respondents said GDPR is making them question how much data companies have on them. And about a third of those polled plan to exercise their right to be forgotten after GDPR goes live.

GDPR goes into effect in May and stipulates that data of EU citizens can only be used if they give a company explicit permission. An article of the GDPR also states that people have the right to have their data erased should they desire.

If users follow through and behave in line with the findings of this survey, marketers will likely have a more difficult time relying on audience targeting to fulfill their campaigns. With GDPR looming, several DSPs are already planning to place more emphasis on contextual targeting to reduce their reliance on user data. If users opt out of being tracked en masse, marketers will face further pressure to reach people without relying on the ad retargeting that has become the backbone of programmatic advertising.

Companies that are found to be in violation of GDPR face a fine of $24 million or 4% of annual sales, depending on which figure is higher. Despite the potential for stiff penalties, just 6% of firms are completely prepared for GDPR, according to a November 2017 survey of IT professionals in North America by Erwin.

What makes GDPR preparation so difficult is that interpretations of the law vary widely, and it is unclear exactly how stringently regulators will enforce it.