The single most significant regulation in the history of digital advertising, the General Data Protection Regulation (GDPR), comes into force next week.<\/p>\n\n\n\n
While often portrayed as a burden for digital advertising, GDPR will in fact be the catalyst for a new era of quality and clarity in the ecosystem. For too long digital has been the \u201cwild west\u201d of the advertising industry, but GDPR\u2019s potential penalties will lead publishers to carefully scrutinise the quality of their partners. This will inevitably lead to consolidation around the industry\u2019s most responsible providers, as publishers refuse to place their fate in businesses they don\u2019t trust. For the first time, trust, quality and clarity in the digital advertising ecosystem will be non-negotiable.<\/p>\n\n\n\n