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":"3a2f2c466f8cdabfe04b2f63b8a66c1d","s":"98013d57db425c45"}