Post-GDPR, Clients Will Own Data And Agencies Must Get Creative

The upcoming General Data Protection Regulation (GDPR) provides impetus for brands to take a stronger hand in the stewardship of the data that will be left to them.

As a result, the power dynamic between agencies and brands will further evolve: The growing importance of first-party data and diminished availability of third-party data mean agencies may have lessened ability to serve as data brokers. By some estimates, GDPR will remove access to up to 75% of third-party data, and what is left will be more expensive.

Source: Post-GDPR, Clients Will Own Data And Agencies Must Get Creative | AdExchanger