‘Told you so…’
A new study into the effects of GDPR shows early signs of exactly the outcome many predicted.
Cliqz and Ghostery have found
that a month after GDPR came into effect, there were fewer trackers per site in the EU than a month before. Now, that was only 3.4% fewer, but given the number of trackers on many big websites, that still notable. And in the USA over the same period, the number of trackers increased 8.29%.
Few users will mourn the lost trackers, but the effect of GDPR on adtech companies is where informed observers will be saying ‘told you so!’ The report says that Google is the main beneficiary of GDPR. While most adtech companies lost significant amounts of reach in terms of their websites they ran on, Google actually slightly increased its market share.
GDPR was always going to benefit companies with the most resources to make sure they’re compliant with the law, and now we have some figures to begin to back that up. It’s just one study, but it’s a start.
Part of the European Commission’s agenda is reducing the influence of big American internet companies in the EU. When it comes to Google – the tech company most at odds with the EU in recent years – GDPR certainly doesn’t seem to have done that.
On the whole, GDPR is a good thing for end users, but the EU is going to have to do more than that if it wants to hold improve EU companies’ chances against their American rivals.