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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