HBR: GDPR and Contextual Advertisements
In the coming months we will continue to see how GDPR and changes in social media will help to reshape Adwords and the flagging “influencer advertising.” I predict an upset in the usefulness of Insta models — people on Instagram who use their push for friendly, authentic brand recommendations by abusing FaceTune and Photoshop to sell vacations, weight loss products and eyeshadow. But this is secondary to the changes wrought by GDPR.
And part of that wider trend is the introduction of the European Union’s General Data Protection Regulation, which is responsible for the dozens of privacy updates you’ve been receiving.
Read more about GDPR here:
GDPR aims to bring all the EU member states under one umbrella by enforcing a single data protection law. GDPR is intended to put guidelines and regulations on how data is processed, used, stored or exchanged.
With less information scrapped from Internet visitors, this is necessarily causing trouble for advertisers who have heavily relied on digging through your garbage cans to figure out what to sell you on next.
In a report by the Harvard Business Review, author Dipayan Ghosh suggests that Contextual Advertising will take over:
For many, the answer will lie in contextual advertising. Its power lies in displaying ads based not on a consumer’s profile, but on the content that he or she is looking at in real time – e.g., a news article, website, news feed, mobile app screen or video game. For instance, if a New York Times reader is looking at a digital article about “Game of Thrones,” he might see a contextual ad placed by HBO reminding him when the new season will air.
So if you run a right wing website and publish an interview with Trump’s lawyer Michael Cohen, how can you decide on a contextual ad?
Lately I’ve noticed that websites looking to rank highly in Google link several times to Google-approved websites like YouTube, InTouch Weekly, the Atlantic, the Washington Post, the Guardian, the New York Times, Vanity Fair and Wikipedia in each article and once or twice to their own website. As well, there are usually two or more calls to either pledge to a Patreon page, a paid app or to a paid subscription service.
With ads in limbo, it’s high time for us as conservatives to circle the wagons and start looking to partner with right-wing friendly businesses. Finding those businesses — and connecting them to likeminded ‘influencers’ — will be a difficult undertaking for the lot of us. In Canada at least, conservative organizations are tapped almost entirely dry especially with campaign finance law changes. Marketers are staring down a newly opened wild west, and you’d best look for one who has the kind of Rolodex to place very specific ads on very specific videos and articles.