“The General Data Protection Regulation, which prevents brands from using a person’s data unless they have explicit permission to do so, could send more ad dollars to premium publishers that are more likely to obtain user consent than lower-quality publishers. However, it’s also possible the GDPR will have a negative effect on any publisher that relies on programmatic advertising because the regulations will make it harder for advertisers to measure conversions, which in turn will lead ad buyers to reduce their spend.”