It’s hard out there for a third-party data provider.
Facebook announced this week that it's shutting down Partner Categories, a product that enables third party data providers to offer their targeting directly on the platform. The move comes on the heels of the social network's ongoing scandal with Cambridge Analytica, in which data was collected without people's permission for voter targeting purposes. The restriction of third-party targeting by Facebook is yet another impediment to the use of third-party data in advertising.
An additional burden for advertisers that rely on third-party data—and the vendors who specialize in that business—is that the EU’s General Data Protection Regulation (GDPR) will start being enforced in May. The GDPR states that people’s data can only be used if they give a company explicit permission.
Many marketing tech vendors, and marketers in general, don’t have direct relationships with users, so they rely on third-party data that’s often obtained without user consent. This could become problematic, because companies that are found to be in violation of the GDPR will face a fine of $24 million or 4% of annual sales, depending on which figure is higher.
Both Facebook’s announcement and the upcoming GDPR reflect how users have come to view tech companies and digital advertising more critically. Most of the UK internet users in a February 2018 study by The7Stars said the GDPR is making them question how much data companies collect on them.