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

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

Driving relevance means driving growth. Join global brands and industry thought leaders at Brandweek, Sept. 11–14 in Miami, for actionable takeaways to better your marketing. 50% off passes ends April 10.

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.

According to experts, Drawbridge, which did not respond to inquiries for this story, won’t be the only mobile company to suffer from GDPR. The new regulations promise to significantly shake up digital advertising by giving consumers the right to decide what data they fork over to a company.



Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the April 9, 2018, issue of Adweek magazine. Click here to subscribe.