How GDPR Will Impact Content Recommendation Engines

Brands that use data to target and enhance their digital marketing efforts must now take action to ensure that they are complying with these new regulations.

Anyone who has ever scrolled past a news story they were reading to see Other stories you might like or Recommended for you has seen content recommendation in action.

After all, if consent must be gained to market to consumers or marketing must occur without the use of identifying data, native advertising is the easiest option to pursue.

Consumers that see brands improving their online experiences and offering up information that is relevant to them are more likely to consent to sharing their data in the future.

With the new consent requirements, more thought will need to be put into where to publish native content, and how to best target digital advertising efforts, according to Andrea Taini, founder and CTO of the blockchain company, Multiversum. This could motivate marketers and salespeople to find sources of quality leads and nurture them, rather than playing a marketing numbers game.

Content recommendation platforms like Revcontent, Nativo, Outbrain, Taboola and TripleLift may actually benefit from GDPR.

In order to comply and continue to thrive under these new conditions, native advertising may be the best choice for marketing in the future.

Original article