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German publishers concerned the EU’s ePrivacy Regs are putting digital ad revenue at risk

The Association of German Magazine Publishers (VDZ) found news websites expect their revenue from native and programmatic advertising, as well as digital subscription sales, to drop.

German publishers expect to lose more than 30 per cent of their digital advertising revenue if the proposed ePrivacy Regulation is implemented by the European Commission in the next year, shows a new study from the Association of German Magazine Publishers (VDZ).

Along with the GDPR, which ensures citizens’ personal data is used transparently and fairly across all EU countries, the ePrivacy Regulation places a particular focus on unsolicited marketing, use of cookies and confidentiality.

The findings are based on 24 responses to a survey with marketers and managers from publishers including Zeit Online and Axel Springer.

More than half of the publishers also said they expected to lose more than 30 per cent of their programmatic advertising revenue, which the study identified as being the most affected by the changes.

Survey respondents also believed revenue generated from native advertising will decline by an average of 9 per cent, and that e-commerce sales, including digital subscriptions and merchandising, will go down by 15 per cent.

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