Data from social media marketing firm Socialbakers has found that since GDPR was enforced, impressions of advertisements have increased by 26%, costs have decreased by 9%, and spend overall decreased by 7%, contrary to initial concerns.
The concern when GDPR regulations came into force was that they would impact ad delivery, as custom audiences depend on mailing lists – but the results are quite the opposite.
Yuval Ben-Itzhak, CEO, Socialbakers, said: “We have marked a year since GDPR came into force across the EU. It is encouraging to learn that other regions are also looking to adopt it as well. GDPR brought privacy to boardrooms and front pages, and made everyone re-think about how they deal with digital data. GDPR was a paradigm shift for many businesses and marketers. Now innovation takes the lead to provide a GDPR-safe business reality, where personalised experiences and new business can still be created without compromising privacy.”
Ad impressions in Western Europe:
Ad cost per click: