The RGPD has greatly reduced the number of Internet users sharing their data with advertisers. However, consumers who still share their data are more valuable since they have nothing to hide…
Since the entry into force of the DPR, the European Union has Allowed individuals to better control their personal data. As a result, the volume of information collected online has decreased significantly.
In two years, 10.7% of users have stopped sharing their personal data thanks to RGPD. Indeed, it should be recalled that the law gives every EU citizen the right to know how his or her data is collected, processed and protected by a company. It is also possible to demand the deletion of this information.
Paradoxically, however, a new MIT study reveals that the volume of data collected needs to increase for users who have not refused to share. Thus, the “traceability” of the remaining users would have increased by about 8%. since the adoption of the DPR.
According to MIT economics professor Tobias Salz, author of the study, “the users remaining after the RGPD have on average greater value for advertisers « . Despite an overall decline in data-based advertising revenues, some losses were therefore offset.
To conduct this survey, researchers at MIT and Columbia University studied an anonymous advertising company which records keyword searches and purchases for online travel agencies. This data was collected between January 1 and July 31, 2018, while the DMPR came into effect in May 2018.
In the age of the DPMR, Internet users who still share their data are not hiding anything.
Online advertising companies, such as the one analyzed by MIT, measure the number of “conversions” (i.e. clicks on an ad leading to a purchase). To do this, they use the famous “cookies” that enable them to follow the behaviour of a web user on the websites he visits.
Since the adoption of the DPR, the number of unique cookies decreased by 12.5%.. As a result, advertisers have far less data to exploit to generate revenue.
However, the remaining users are those who do not use the privacy protection tools. Now, however, the remaining users are those who do not use the privacy tools, this type of internet user represents a greater value since the advertiser can track his behaviour down to the last detail. It is therefore possible to develop marketing campaigns that are fully personalized and therefore more effective.
That’s why traceability” increased by 8%. with the disappearance of the most privacy-conscious Internet users. Before the RGPD, these Internet users could turn to software such as AdBlocker or private browsing.
In conclusion, the researchers believe that the use of data by advertisers is a double-edged sword. It can enable advertising targeting, and thus the display of advertisements that are truly relevant to Internet users.
On the other hand, data can also be used dishonestly to customize prices according to the user’s resources. So this is a negative aspect for the consumer…