Privacy regulations are compelling media owners to choose between “death by fine or bankruptcy.”
The incompatibility of Real-time bidding (RTB) with General Data Protection Regulation (GDPR) has been a subject of debate. This article states that RTB is not a viable choice for self-funded, future-proof quality media businesses.
Many media owners have been ignoring the warnings and waiting for ad tech companies to find a solution to keep RTB active. While publishers secretly acknowledge the privacy concerns surrounding RTB, they cannot afford to stop due to cultural and financial factors that impact their revenue.
The author predicts two possible outcomes of this situation. One, where quality media owners exit programmatic marketplaces to create their own RTB-free walled gardens. The other outcome is that only companies diversifying by offering sophisticated contextual targeting and non-RTB behavioural targeting survive.
[4 minute read]