Europeans and companies that hold data about them woke up in a new world this morning. May 25 was the final deadline for compliance with the new GDPR.
For ad-tech and marketing, GDPR seems to represent a threat to many of the advanced targeting techniques that have grown exploded in the last five years, many of which have involved piecing together consumer identities from disparate sources.
Now all operators are going to require consumers’ explicit consent for data collection and processing. Citizens can even opt out of algorithmic decisioning that uses their personal data.