Brands could lose the use of 43 per cent of their EU consumer audience data as a result of today’s implementation of the general data protection regulation (GDPR).

According to research from Vibrant Media, brands are struggling with low opt-in rates to email databases, slow uptake in people reviewing and setting communications preferences, low traffic rates to websites so consent can be attained, and a lack of confidence in the adequacy of GDPR compliance.

Despite the problems faced with GDPR, 48 per cent of media buyers believe that infringements of GDPR will be difficult to enforce. This feeling hasn’t stopped media agencies from decreasing spend on the most GDPR compromised marketing strategies though – with 42 per cent of media buyers saying that GDPR has resulted in a drop in programmatic spend.

“GDPR is forcing brands to rethink their marketing. This is a positive change for consumers. Agency execs are predicting that 43 per cent of consumers will choose to opt out of an involuntary data relationship with brands, which presents a real opportunity to build trust with consumers so they opt-in to a more positive, transparent relationship,” said Doug Stevenson, Vibrant Media CEO.

“The reach of data reliant marketing campaigns will be greatly reduced after 25 May 2018. To maintain necessary scale, brands need to deploy marketing strategies that are keenly targeted to consumers but unreliant on data. Perhaps that’s why 68 per cent of media buyers told Vibrant Media’s researchers that more emphasis will be placed on contextual targeting ad campaigns in response to the GDPR. Placing ads within contextually relevant editorial targets consumers by their interests but without relying on consumer data such as cookies.”