The European Union’s General Data Protection Regulation (GDPR) dictates how firms are to collect, store and employ personal information online. Given the importance of such data, the GDPR has a direct impact on the bottom line of millions of online firms. Researchers in this study wanted to understand the consequences of this regulation for website traffic and ecommerce. They found that at least initially, GDPR reduces online activity and economic results somewhat, especially from personalized marketing channels (display ads & emails). With greater enforcement and compliance long-term, however, the impact may be even greater.
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What are the effects of the 2018 EU General Data Protection Regulation? According to this analysis, the nuanced effects include reduced data sharing online and increased market concentration of the top four web technology categories. These together represent 94% of website-vendor ties. They are advertising, hosting, audience measurement, and social media.
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On November 1, 2022, the ARF Cultural Effectiveness Council hosted a discussion on ways that brands have gained an edge by focusing their insights and subsequent marketing on traditionally under-represented communities. Speakers from General Mills, Vevo, and muliti-cultural agency Alma shed light on the kinds of research they find helpful in uncovering valuable inclusive insights and the potential rewards of this strategy. They cited examples of those insights and discussed the societal trends that underlie them. The session was moderated by Council Co-Chair Janelle James of Ipsos.
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Today, there is much discussion and debate on the definition of attention, how to measure it properly and whether we should be measuring it at all, or if inattention instead should be what we assess. Plus, is the highest form of attention always desired, or do we want low levels of attention for certain kinds of ads, such as emotional ones for TV? As a result of all these questions, the ARF has announced the Attention Validation Project. Its goals are to help define attention, evaluate the methods available to us and what their rightful application is, whether it be analyzing advertising creative or the media environment.
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