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":"5d515db770058739005d67dc7081b688","s":"536fbb23b9c5c930"}