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":"df660530f7afbba6ac80ceafad39de02","s":"323d84c8234f6d4f"}