Contextual advertising has been here
forever. However, with the continuous development of tracking
technologies, the use of personal data driven tools such as
third-party cookies, has become a much more popular way to identify
and reach relevant audiences for marketers.
When GDPR was adopted, it was clear that this piece of
legislation would have a substantial effect on the digital
advertising industry. Lost in the digital labyrinths, most of the
consumers have no idea who is looking at them and how the data
about their behaviour on the internet are processed before an
advertising pops-up on them. In the digital world, GDPR has offered
consumers greater choice and control over the way their data is
handled.
