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":"449fe45687ac2879e268d8c09a231141","s":"b75b5030f94eeee4"}