The arrival of the General Data Protection Regulation’s enforcement May 25 has hurled the digital media and advertising industries into a tailspin.
Since the early hours of May 25, ad exchanges have seen European ad demand volumes plummet between 25 and 40 percent in some cases, according to sources. Ad tech vendors scrambled to inform clients that they predict steep drops in demand coming through their platforms from Google. Some U.S. publishers have halted all programmatic ads on their European sites.
Google contacted DoubleClick Bid Manager clients over the last few days to warn them that until it has completed its integration into the Interactive Advertising Bureau Europe and IAB Tech Lab’s GDPR Transparency & Consent Framework that publishers, ad tech vendor partners and advertisers should expect a “short-term disruption” in the delivery of their DoubleClick Bid Manager campaigns on third-party European inventory, starting May 25.
“Revenues and [ad demand] volumes [are] expected to fall dramatically across the board,” said one publishing executive, under condition of anonymity.
The flow of inventory supply from publishers has also dropped in many exchanges, and several sources attributed that to the volume of U.S. publishers that have pulled their programmatic ads in Europe. Titles like the Los Angeles Times and Chicago Tribune have shut down their European sites; others like USA Today have kept their site accessible to European site visitors. USA Today has kept its site up in Europe but stripped them of ads. The New York Times’ pages do not appear to carry any programmatic ads in Europe; most are running house ads. One ad tech source said the Times is now not available on open ad exchanges. The Times has not yet responded for comment; we’ll update when it does.
Read More At The Original Article: digiday.com
