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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KM09SwnshULyPi+VIztvPDoSnxCdZcLuNg4VFenAvmYc\/dfG1dZSiFKfUK\/A+O6eL0nGRpf925y0\/WPWfljArxpjP+US7ko54IyWdFG+jEf\/YoSfV8YKLW+xMTWy\/gg\/GpjQZOSDldYopdBEeoor457zNaMcP6ADrT4ix9NhCY8FfEU7RaGXFDNMX+dEyYgO3Ohkjg9ewG2mEReptywlZHT4h4m7v34EYO6l+rlziTlKoVwaskwxp0zOCTypiSJw9d3GjCKWai3+zvq1yLQcfwQrqEt7dyRn9JfhZU+TIvTHNvwj0XL6TO+l1p78w4L1hFyDcHQwDVaekTPF8JVX0hG+hNUbDUAZHqLpidCJrW6Dm5uopo5E1j\/Ke7XbohhM3SV8OY8ftrHn5J0szVvXBKJZo1qeZXu1F\/r5Bmi5eLL0o7lY2vO+uIesGIze8BqRcv6jd5wBfKtf1S5csLmCbr8A3UqdmykGrNsSGrWR5+S\/p0u44+027AGZe+EnIggHgMoT0LRHyByhud26Mo2yVyo6pz2cNHjljoNTNqpmve1hMWwNwjsqg\/qXeBXy8T1kmnIq19pvq0UC3ngq02EGSMeKvJpHo8efOqhFOb4fSIo0xXiZc2wTgIyVG2NhXNgtHg1+0kF0RHut8s4eH12zE6EzvaLYCMi2AQRlAM9sqkN+oox9sLYa058EFgIgW7mIOjIGrLm3tZH5Qn84cCF3sVmzBN9RLea+JxS9lE6u3y7omBay1fM9IrGjlAxvNoxz7E7yfmXb98z7Y1RGhQZ\/1dZ8gL+btkwXTGAMXG7GXP8rYVmHaOzk4WXnnJq7Ky3Vyk39OLs9eLfm8lUCedkJ8J3UAjrg18ulw1FiJQXsh1QlFjO22KAj4l3AeOAvb3OlKDmFyk5IppldhmEr6n4OiJ5CTuNxS+5Q7V4gy4s6JrsXQ37ZaOzZP5HpE\/GqDvre9+vFAsNPQ2TGHZXrCAHV99jfe+tFccxY9ZCq\/PQ+y+\/OaYRrwpQjzY7RRVHBnDmktBkdA4jcmjZyaGyAdQ4ozeJix5lTXI9KGzDPDvT\/T\/mhDrfL3GcChTKqsrNOVwGB8bAirF+mjnUGvddGqzpWkbdfkjcJX5LgsmTAbnzhZRZCM7LC6LQl0D3t2fkgqBvdAIy\/8Xic3bGfNJet\/mPKJfkyavAWATnEpbeQM6EQmyUG6O7FEzVcGS6l0kTkEvdZQYTsBNATZuiyENjU2E0MqZxCic2cP9UKerS4vZWAEs96aMRqvgLsxZCTuGxVWF\/aXZ3MAUitpqTVSJ\/a0vnK1ILwqAuwUFcYf37hy7B+jxl5TuT8Q5grNV2dTR1WzUlom+tEVLKnpsfI4YU\/g1Uedw5IUdTwAX\/htjl6bQlIEnI2SE7EK+5ZFmlhPI6wMAcHFU4pPGUlaP3mX3gqi2cIt1d\/43VAvGVQEEDtgh1ru8eT2I4ogqCxdFFQdrhuzLxFZoALodfwSIapW5Fw0aQrNeB4xmDM0kwgdg+6K8FShq5baVhsM1ATaXezFYmmE89lGB8XfBBYEz+bIzq1dbk0mOOxmB5SSWCv8Ex6hlBKM7RHNaC3bpGb0BvX8mFuvnnoQTrjnpq7AnW+5WRe1U+dmPvtJpq+rQjh05Kt8WYHUozMFlqVmkhG2QoqfOjurv8j7CJ3FfcrtZIKKpya2ifQaicYnwlM3VLupyl\/IVOjN5AWMDkQt78xjQkVSL9keVRusMDeDPKk6WcdmT9CKX8yjkNAmuUKiZbCFslNt3XEYwVT+i0+afkg7xNvJx6GpA3DMkkgEjHdYfJbsbxbseBnZJ5UOxj3ZITj7wOxZXx2\/LO7jQZ3chx2og+JwLuOqf4itxdIXvas+vy7NcJMVI39RMbkY\/HiUr6XTE5g0dmPIbN5PMjfd6LSEGZ1y+TY+3Jhk+HiZsp6ioduL8GhEsGsdPVaWRCPhTvL7fur2G35slSkf8c7FgL8VXHmUtlBxmKksewnjWkzKYO+1SuqHgZtDcKRGpmq7yJ9YI41Rw4XSMFXkoEy5kCT9yrbfvpyL\/iVpK+Cs38+KAzIRGhOAPoS0SlZHp5JIdsPCh1Uc3UVfdNcoLerPgmp1ZD8AU72eqJkTj7tpnvQpYaclLCCkgX9ba39Acwg\/GdJcut47pRnGjFYtdbZ5JP23h7IvDSrn5h1\/s8f7er429tvUh8f0mCn6xio4YVJjK7Vdtfp51I8LKywhlCMJh7jmbaqt\/2r\/UL0cg+XTXOjvcA\/whj5LE5C71IBjsuTfmf1CwE80UY33YinELvysOB0H0D\/Ve0Uuzv4id7yYul0zUQPLBrLAV469TCHDbShcdC9801J61ocGwUYoKNhXLnWkgucXtaSw8Y8P7OfGcSnlSK7ZdF\/IeeCUKB04VLhJ4UpjSccgbvEopf66Z27UcQsEgHhLwD5evCjGpgNzZ5NkMX6TW6lqM48+QH13CrJdICKMxJUHSXnWzpL+4fFs\/bHLNR4osY1D2geRPqfpHmJKQY+ewTc7eefcGYJ0WJ8EBCz4Amfjbrzr3+rIQ1dmosN9rQYzSdNQBGwmgNCMZFnm0G\/0CkA0\/dqRAnocjoGpobvSsdOl\/ODQLQJgSdG0XegEvzTCuvcXY2A03jO3EfxmwmtMkyFHxMqq8JyKcU++qia2wm1kv19wSmzUbEJwL+AEKl3A9MFXzqucXjCO5r0UFxcs1mpS07+D7NqtX\/QB9OPaV24PdEvdFdAWg7Ynh0OjAzh\/nJl0+dDthzaaW1unjMXupCQvCHm3\/Dm9aKMDg9WvbF+d1H2MmSx6oFe+5MAne7Oj1J9dBQEDCgWqhn1mtQftDJrxKLtLK\/Bs+87ot6Npi7qOW0WpCVa3TagVwyuu8DJW+tt6Mqz3rsQuTba\/HgR28cZJoVsb75F\/olrKdcztLqlUes2JIeuVZl5+xZbeojbfZXd7HiTXBykri2kvqnKG\/eIG27GVxU\/ZxC93gKjdXC+R6g3jnEEAnwcMGHlCCp0CTO8p3+vZZi+Zdr+ryDxBhL5qxrYGyFodo9kkbc2h1QrQEpGYnDuaDJFNakPeo43J0LomyaMwROZbhgBNzG+l0h6Fx3Qxj4\/hAWqtjKzGlU1necUQQ1U97wA3eWP52m0RnTqCAUpFlUx+vVBuDbhsMylQAM\/fkbYU9gB2\/8wf764EEDcVGYJ9DJXC+UHgi+4XWR2YOC\/cebKSskmAJYH70tUUmk2X4plMZeXF2pu3syhBeBRWoIEs3qFU9UOJajCAfr7gwAVTsQuL8WcC6ZUIe769F8qjCH2GcUiO3vwxDIb9xI+B\/jwk71+pl12MFmhTrFuezfINLEzmaZaZRwBIpj3AMVlG8HizPXWyWYZWdYETGpMcINtDMuKyJTI7AmLPqGcfj3R6pN\/fv2GfQDbUXyKO6g1E0X9GqmflTnJ8gq9IL\/kusViGDyeOJsX4uKA+Drw615oQHJFrss5+eBvKVCzgD7sbV6mUFJXZiKhx4oFp4Cxe2\/ldlDDjnjIYq7hi5Gq1ZA2\/i1+iYoK8iM5RtZPzAZPHBfHHdRRhjlu5K4EdWecgQBRYzWlx9nc5YN8RYuSQAhal91KzylvZgN5AHiibRKrzns8OEkl0M5\/mEoMx8w+JnKizs1OTJUUEZuRU84O\/+wHWy60FrJMEpL\/cN9s2\/zqnr2y2svn0PByIJFT74BfPieerCNzheZijdKe32UPRWKaKfSJFhV95iWxv6ayEMJeNnIUCKR9qvm2DDILG9\/bMUfuHGzU5TVyH4vRELAOAvz3Dl5TmkNgrpKAHpPJffuydKudX74ApTJIKwfudvLiRK8LDGQzkvqyaDf4KIqRGIz3cGncMuPoM2KrO44uP9kt5EFO\/mOicmnKkcbiamlgNwfuX2XXQrjO0mNm2nV\/v6i2SoAYFTAdDmY753VrGYCetq\/XPB39nu4U5jz\/\/wXsZ\/1Qw7GkVibHXYKbZ03sRQNK5Lx7NTEr7+Ah2wNXqgzAM4u4M2G2SXoKVsHFuxag6x5I8iV81q\/1A+v+Xsj2YTvQP\/XviGfNuO0uTn7F6gPwoushut7t9Cj1PEohJkMYFVcavnnr9iThtIlAbGvHq0A6Ec3ejdPM40Ku\/byfCoyxIqjvB7NgzQ78Zd\/k3RaaPe5V7YEunzA8qGpMiSltZ3OK6mkxctsHnrts0Jk35nBq0jPfCS6vvVWxsKyxoG641QvTcum44i00SGXAcNlBMG4bqsf6XdGR8yu7UqIWv9Ec3KZRELWffDAKqatORB73\/dn4OXQK3g+VtALbb3g3X\/irLLwy5bX2KmYmdE4umA6d+LDqivyohh8E844RDmf11QTB4bRH7gqmlpgR0WPQvW2L6HIOXb03igGhlVEbGw8dVzVT+M0Po8OH4WZJzhtwD0uVm5JyYnjDkXJm0JSVFU99UUxj8ZWI+JXlENE7FI3NYdVlOdFR8Jtmdd3\/VTe5q0MF8\/c2nUCU\/wt1GVGuz2bMOGfqiBIASFMgLP3+j4DpoetdA3vzsFJUQqChuIhqzHwJjxgFs6GrCqxVyiMwtGxJFtFJxQF8+PunsPIIz5wKhcM5KsJv7hl1rFOs5hIiEG7FYSqdzDxXeclT8W7pW1ghO7r\/x5RGL7zwZ721SxdAm10IQYTyLHWYrNwitX9dwgQbhPdyWueAqDpmLDH6DwKz2kGtyKPAx5ghXjWroTTTf6cLOG05UXBTHrZaH5CPDR7YzgtbpSPYSE2+FbkDSof5o5I1kgsGLpexcSgK5ohkk2zEXsVMvURuW+m6JC4ivph3t0bGVzZkRXGtn0nyG4DSYlJZHsXEGoFr9fJ9xiqil7TWHVkBX1YUsGDp9lDCE3jT0LsactVzQD\/pkPAHOhefbafD4L8kVamF0ti2AtQqntC81q6orT4fF2SUjnAgq2si60EVC5hZQvkCWtBhGclHPUvs\/SuKMZjyNP8PZAjiAY8v4tqWvzX3mVbrOkXdGwBfiLo4ZT15SZo35D3XI0KQPwNK4K6Q7Jxe1oDLwSwiLkMPCC33RM8TM9\/5zjS1QFJA0CsK4H8RSgm6hWbhu9uS3Y4VLU+drDA1IBd7PAOnJBD9o4txYZe\/BBRRQD22WUARHal3I+s3Vk=","iv":"a33980527be861cbb334d9440e4d6e49","s":"ab7910fdb8387a73"}