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How GDPR has changed the advertising game
General Data Protection Regulations (GDPR) came into force across Europe on May 29 and have since severely restricted popular forms of digital marketing. However, it has also created new opportunities which may be life-saving for online publishers who have been struggling with declining ad revenue for the last decade or so. Many see GDPR as a blow to the digital marketing industry but, in reality, it’s a great opportunity. There are two ways of delivering an online ad: behavioral targeting and content-based. Behavioral targeting involves identifying individuals by their web surfing patterns, working out what their interests are from those patterns and then delivering "targeted advertising" which match those interests.
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