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Reuters UK: Europe’s new data law upends global online advertising

For example, a firm that provides ads for a website viewed on a mobile phone may use other partners not included in the compliance chain to provide information about a user’s location.

That doubt about compliance is threatening the myriad ad tech middlemen and is also prompting advertisers and publishers to rethink how they share their user data.

“In a world where we are putting the consumer first, there are only going to be so many opportunities for the very colourful ecosystem of companies to obtain consent,” said Andrew Casale, head of ad group Index Exchange www.indexexchange.com.

Read More at Reuters UK

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