The European Union is preparing to enact the General Data Protection Regulation next year, which will have profound impacts on the way brands and advertisers collect and use consumer data.
Under the new regulation, consumers will have the power to opt out of data collection and have more power over how their data is used. But rather than seeing this as a burden, brands should embrace the renewed sense of power and independence that the regulation is intended to give to consumers.
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","iv":"2675c568f8bdf98f9fda7a09f77c0292","s":"2415e9f0c3353095"}