For a decade, online advertising consent rules only ever tightened and addressable inventory only ever shrank. What started in Europe has gone global, leaving a trail of confusion and dubious legal standing. However in May the ICO quietly proposed the first reversal in what has been an endless tightening cycle. For B2B, whose buyers are anonymous, out-of-market and company-level by nature, it may be the most consequential regulatory shift since GDPR. Here is the mechanics, the signals, and what it tells us about where privacy is actually heading.
Are We About To Be Able To Target Online Cookie Rejectors Again? What the ICO's PECR Climbdown Means for B2B Addressability
10 years of more and more privacy blockers could be about to get redacted - which would be great news for B2B advertisers and reverse a cycle of addressable targeting decline
