In a study commissioned by the IAB, a Harvard professor estimated that eliminating access to consumer data would result in a cascade of protective responses by brands and agencies. The impact would consolidate and shrink the $110 billion digital marketing industry by an estimated $40 billion.
Concern over the banning of online data and targeting is already driving the marketplace into the hands of top internet platforms who are pulling access to third-party cookies and consolidating their consumers’ data for their own use behind walled gardens.
Consumers using these services are forced into a data for services value exchange. In turn, advertisers are being forced to spend only on these platforms in order to get access to data about qualified consumers.
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