Drawbridge is exploring ways to implement GDPR for its data business, she said, but “still needs some clarity around how the industry at large is ensuring consent from consumers.”
Drawbridge is working on a way to license its cross-device graph to exchange vendors in Europe so, for instance, a buying platform could use Drawbridge’s identity-matching solution for its own data without Drawbridge storing or seeing any data on the continent.
“The product changes are feasible, but people are in a wait-and-see mode for how (GDPR and e-Privacy laws) are going to be enforced,” said one Drawbridge DSP partner in Europe who requested anonymity to discuss partners.
Drawbridge’s setbacks in Europe are part of a trend among cross-device identity graphs. Tapad is getting out of media services entirely and is shifting its cross-device graph business to something more like a CDP, a category with less regulatory burdens because CDPs manage first-party data on behalf of brands without applying the data to ads or marketing services.
“It’s too bad for Drawbridge, but the whole mar tech ecosystem is hurting from this,” said another exchange tech vendor working with Drawbridge on a GDPR solution.
Cross-device linking is a critical service for mar tech vendors, she said, and all of a sudden the cross-device cupboard in Europe is looking pretty bare, especially for a category where a handful of vendors are typically employed to get the breadth needed for online campaigns.
“Meanwhile, there’s Google and Facebook, running away,” she said.