Member-only story
The new old Holy Grail of Marketing Targeting
With new EU regulations, especially the GDPR, targeting and tracking users became extremely difficult. Every company, which I have talked to in the recent years and which claims it is still working, is basically actively breaking the law.
Starting with the EU, this is already spreading across other democratic countries, like even the US with the CCPA (sample source).
Long story short: It seems to be a hard time for marketeers.
Or isn’t it?
Thinking about it in detail, this is only bad news for a tiny part of the online advertising industry. Companies, which focused on selling, brokering, or managing online ads, that are somehow targeted on specific user segments.
This is still no good news for them, but let’s face it: This market (mainly consisting of extremely good sales people) made us believe, it is the one and only new way of doing marketing — which it is not.
That is the reason, why those regulations are mainly hurting those, selling or consulting on ads; not so much the companies, using marketing to sell their products.
And therefore, it is not necessarily bad for marketeers — it is only changing some rules.
