Why at Least Some Data Management Platforms Are Relieved 2 Months Into GDPR

EU rgulation hasn’t affected the industry as much as many anticipated

Before the European Union’s General Data Protection Regulation, or GDPR, went into effect, the advertising industry scrambled to prepare for the sweeping privacy rules governing data collection practices and permissible data use that were expected to shake up long-running digital marketing practices.

But a little more than two months in, executives at ad-tech companies that operate data management platforms (DMPs), which collect data from various sources and provide it to marketers for targeted advertisements, said the changes haven’t fazed them as much as they thought they would.

“There

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