Welcome to the Data Apocalypse

The European Union is about to introduce two new data protection laws written with the advertising industry in mind.

The General Data Protection Regulation (GDPR) and the e-Privacy Directive become law on May 25th next year, and they apply to any company collecting or processing personal data belonging to EU citizens.

They represent the biggest change to data remarketing that any of us are likely to see in our careers, another signal of what we like to call The Age of Transparency.

The GDPR defines personal data as any data that may be used to single out an individual – that includes cookies. The e-Privacy Directive says that people have to give us their consent if we are to retarget them – including what we are doing with their data and who we are passing it on to.

Companies will be fined 4% of their annual turnover, or €20 million – whichever is higher – if they do not adhere to these changes.

Please get in touch if you’d like to see our presentation on the impact of GDPR and the e-Privacy Directive on digital advertising in Europe.

Verity Bouette, Account Director, 14th Sep 2017

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