Some 4% of annual turnover is at risk for non-compliance
Some 4% of annual turnover is at risk for non-compliance

As GDPR has come into effect today, media buyers say they consider less than half (43%) of retailers’ EU consumer data to be usable, research by Vibrant Media suggests.

The study questioned media buyers representing hundreds of brands, who are reporting problems including low opt-in rates to email databases; slow uptake to review and set communications preferences; low traffic rates to websites so explicit consent can be attained; and a lack of confidence in the adequacy of GDPR compliance.

Even though nearly half of media buyers (48%) think that infringements of the GDPR will be difficult to enforce, media agencies are reporting a decline in spend on the most GDPR compromised marketing strategies. For example, two-fifths of media buyers (42%) say that the GDPR is resulting in a drop in programmatic spend. Brands are telling them that the reputational risk of a GDPR-infringing programmatic campaigns is enough to put such strategies on hiatus. There are even rumours that brands planning to continue running GDPR-risky campaigns have established budget lines to pay for fines.

“GDPR is forcing brands to rethink their marketing. This is a positive change for consumers. Agency execs are predicting that 43% of consumers…