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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