Given GDPR and the California Consumer Privacy Act, digital ad options are changing. “The pendulum has swung too far” toward programmatic advertising directed at users’ profiles
using third-party data," Forrester analyst Susan Bidel noted. She says the world is getting “bifurcated” toward two kinds of targeting: First, users who are engaged with your brand in some
way, as customers or visitors. Second, contextual marketing, where ad buys are based on the surrounding content.
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