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Since May 2018, General Data Protection Regulations (GDPR) have been enforceable across the EU, with ad-tech companies both big and small now facing fundamental questions over their core functions.
The main questions focus on how the online ad ecosystem transfers audience data between players and casts doubt over their value proposition. While some data protection watchdogs have attempted to adopt a more market-friendly stance, others are increasingly baring their teeth.
For instance, in the Republic of Ireland, where the majority of scaled U.S.