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":"b7284adec5a62c806be2b067716753b1","s":"a8855cd2c10f6524"}