People who purchased internet advertising because they were sold on being able to narrowly target their niche demographic might now instead purchase radio ads.
That is not what I’m getting at at all. I’m referring to the changes in relative value of different advertising channels post GDPR.
But the return on ads is based on absolute value, not relative value. It would be irrational to spend more on radio when radio doesn't change.
I don’t know that ad budgets are allocated perfectly rationally. My understanding is that it more often works like: “marketing department, here is XX million. Do your best with it.” Add to that the lack of perfect information about impact and penetration, and it’s hard to determine absolute value.
Not perfectly. But over time they tend to go with what produced returns.
But yes, I suppose in the short term budgets will be fixed and some may try radio etc again