Over the past two months, 90% of consumers have consented to GDPR requests from publishers and marketers, according to adtech outfit Quantcast which has processed 1bn of them.
In the months following 25 May, when the European regulation was implemented, the firm has moved to secure data use and advertising consent from consumers 1bn times across 10,000 websites.
The group's free consent management platform, Quantcast Choice, has facilitated a 90% opt-in rate – with the stat indicating an early willingness among consumers to hand over their data.
Somer Simpson, Quantcast’s head of product for GDPR, marked the occasion: “The critical mass already achieved, combined with the fact that Quantcast Choice is part of the IAB Europe’s Transparency and Consent Framework, gives publishers the confidence that they can continue to fuel their ad-funded business models.
"While this is only the beginning of helping publishers and advertisers adapt to a new normal under GDPR, we’re delighted with the response so far.”
The latest figures follow on from 60% of chief marketing officers saying they think GDPR will make it harder for brands to build direct relationships with customers.
Before GDPR came into play, Simpson shared her predictions for how the directive would affect brands and publishers.
Quantcast was founded in 2006, and now boasts 700 employees.