Investors and the tech industry are nervous about GDPR in large part because there isn’t clarity or precedent for the law.
“We think that anxiety is overstated,” Criteo CFO Benoit Fouilland told AdExchanger.
GDPR can even be an opportunity for a scaled company to help partners comply, compared to smaller companies that will be more conservative, Fouilland said.
GDPR will introduce risk and reward to the ecosystem.
Criteo’s Shopper Graph, a cross-device identity profile and measurement product, doesn’t process data like age, gender, political views or friends, “as opposed to other players,” Rudelle said during earnings.
The Shopper Graph now accounts for more than half of Criteo’s revenue, but the audience personalization and multipurpose data has made the company a target for short-sellers and industry critics who expect the product to be scrutinized under GDPR.
Walled garden platforms have an advantage under GDPR because they can tightly control data products, Rudelle said, but it’s unlikely that EU regulators and the ePrivacy law working group will quash European companies in ways that allow some competitors (i.e., US tech giants) to conveniently add market share.
Criteo has been cautious because there are real risks and changes for GDPR, Fouilland said, “But in the longer term, we are confident ultimately that the spirit of the regulation is not to restrict the online industry from doing targeted advertising.”