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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.