What do privacy legislation such as CCPA and GDPR mean for the data environment? What will be the impact on media allocation in MTA models given anticipated changes in the availability of identity data? One of the Advertising Research Foundation’s (ARF) working groups conducted an experiment to address these issues and put forward recommended practices and rules of thumb in adapting to the new potentially data-leaner environment.
Paul Donato, Chief Research Officer at the ARF, shares results.
Paul Donato, Chief Research Officer, Advertising Research Foundation (ARF)