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TV ads are GDPR-compliant, they still work and they even are targeted (by time and target audience). Just do the same on the web: You (or an ad aggregator net

TV ads are GDPR-compliant, they still work and they even are targeted (by time and target audience). Just do the same on the web: You (or an ad aggregator network) can ask (by e-mail or automatically via an API) a specific website to show a specific ad without leaking any details about any specific visitor. You can still target safely by the website (target audience) and specific page, time, IP geolocation, for registered (at the website you advertise at) users also by the details they voluntarily provide (without leaking personalized details to you/aggregator).

jefftk 4y ago
I discuss this near the end of the post: a ratings approach (mostly) works for TV because there aren't very many channels, but there are so many sites that it wouldn't work well on the web. If you tried to make it work here it would require massive consolidation, even more than we already have.
- qwerty456127 4y ago
  Of course web ad efficiency will drop if we stick to GDPR-compliant practices only. Perhaps reaching the target audience efficiently will become less accessible to small businesses. Yet this is not enough to question if GDPR-compliant web advertising is possible. Okay, the number of TV channels is small, I get your point. But there also are physical ads, e.g. billboards, subway posters, cards/booklets, local newspapers which often are focused to a small number of physical locations but still happen to generate enough revenue to sustain a business. There also are agencies which would put your ad on posters all over the country - ad aggregator networks can still work and manage the consolidation this way, we only want to hide viewer personal details from them, not to eliminate them completely. This will decrease significantly (yet not kill completely) targeting efficiency, make display/click price bargaining more subjective but that's all.
- qwerty456127 4y ago
  By the way there is a direct counterpart to TV commercials in the web world: YouTube/Instagram/TikTok influences promoting sponsors' products by just mentioning them in their episodes. Apparently this works despite the fragmentation.

jefftk 4y ago

I discuss this near the end of the post: a ratings approach (mostly) works for TV because there aren't very many channels, but there are so many sites that it wouldn't work well on the web. If you tried to make it work here it would require massive consolidation, even more than we already have.

qwerty456127 4y ago
Of course web ad efficiency will drop if we stick to GDPR-compliant practices only. Perhaps reaching the target audience efficiently will become less accessible to small businesses. Yet this is not enough to question if GDPR-compliant web advertising is possible. Okay, the number of TV channels is small, I get your point. But there also are physical ads, e.g. billboards, subway posters, cards/booklets, local newspapers which often are focused to a small number of physical locations but still happen to generate enough revenue to sustain a business. There also are agencies which would put your ad on posters all over the country - ad aggregator networks can still work and manage the consolidation this way, we only want to hide viewer personal details from them, not to eliminate them completely. This will decrease significantly (yet not kill completely) targeting efficiency, make display/click price bargaining more subjective but that's all.
qwerty456127 4y ago
By the way there is a direct counterpart to TV commercials in the web world: YouTube/Instagram/TikTok influences promoting sponsors' products by just mentioning them in their episodes. Apparently this works despite the fragmentation.