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Mporium eyes boosts from GDPR and Cambridge Analytica/Facebook scandals

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

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Digital advertising group Mporium PLC (LON:MPM) expects to benefit from the fall-out from the Cambridge Analytica/Facebook data use scandal.

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.

READ: Mporium Group appoints Glyn Shadwell as new chief operating officer

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.”

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