What Marketers Need to Know About GDPR’s Impact on Mobile Advertising

The regulations could cause big changes for apps and location-based marketing

Source: Getty Images

Last month, ad-tech company Drawbridge shut down its media-buying office in Europe after it was revealed that the firm’s data practices that comb together mobile, desktop and tablet stats for ad targeting would not work under the European Union’s General Data Protection Regulation (or GDPR) that go into place May 25.

This story first appeared in the April 9, 2018, issue of Adweek magazine. Click here to subscribe.
@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.
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