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":"2ca3cdbe2baca46c374388e3a1207e82","s":"77a9adb3ac9fd95d"}