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":"078f8f147cb0fe358ba3871e5e585747","s":"e84706fe818bc010"}