Global brands are gearing up for the European Union’s General Data Protection Regulation (or GDPR), which will go into effect in May and change how brands collect and store data.
Chiefly, the new rules limit the amount of data that marketers can collect on European consumers, who have more options about what data companies can see about them. Marketers and vendors who have long relied on data-driven advertising will now need to implement new processes and technology that ask consumers to share their information.
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