US and EU (de)regulations put marketers on divergent paths
Brands that market online in the US and the EU will have to navigate those markets quite differently in 2018.
In 2017, the US and EU regulatory stances diverged in several significant ways. The stark contrast was summed up succinctly in a tweet from David Lee, who reports on Silicon Valley for the BBC, on the day the FCC voted to end net neutrality.
GDPR, which takes effect in May 2018, will have a dramatic effect on how marketers collect and use user data in the EU. In contrast, the US has essentially opened the floodgates on user data (more on that below).
The platforms and ad tech firms, too, are facing two very different environments. The biggest example of this is the record $2.7 billion antitrust fine the European Commission levied against Google for favoring its own Shopping engine to the detriment of competing comparative shopping engines.