Analysis of ad requests, bids, and impressions from the GDPR months of 2018 (July thru December) by Smaato tells the story about tough verification rules. Advertisers have bought into the scheme. They have shifted their ad spending to GDPR compliant inventory and they are paying more for the privilege.
We can expect the same response in the US as states such as California establish their own requirements. Expect ad dollars to move with force toward the clean inventory. Know it, prepare for it, embrace it. Source: MarTechAdvisor.com