Advertising and marketing platforms that rely on the targeting of individuals’ personal data will be ‘severely exposed’ by the Cambridge Analytica investigation and the incoming GDPR legislation, Mporium believes.
GDPR will give Mporium’s own platform, known as IMPACT, a ‘critical business advantage’ as it can boost the effectiveness of campaigns without the use of personal data.
IMPACT focuses on events and when to reach an audience rather than the individual, added the AIM-listed firm.
While currently focused on Google and Facebook, the technology is advertising venue agnostic and can be used anywhere if any advertiser wants to switch
Mporium spent heavily on IMPACT in 2017 to upgrade the platform, but helped by a one-off credit reduced losses to £3.87mln on revenues of £1.98mln (£1.82mln).
Nelius DeGroot, chief executive, said: "The momentum generated by the business, as well as IMPACT's improved functionality, has provided a strong basis for growth in 2018.”