Consumers Are Coming for Their Data, and Some Companies Are Giving Them Control

Letting users decide how their information is used and monetized

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Ask any marketer about data and watch how fast they salivate. However marketers collect data—either directly from consumers or purchased through data miners—the advertising industry just can’t get enough of those bits of bytes. Otherwise, how would they sell their wares?

The passage of the European Union’s General Data Protection Regulation, though, is proving to be an inflection point for the future of data collection. GDPR, which went into effect in May, imposed limits on how companies can collect and use personal data, and determined that data ownership and control is the user’s right.



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This story first appeared in the November 26, 2018, issue of Adweek magazine. Click here to subscribe.