The European Union’s General Data Protection Regulation (EU GDPR) establishes new requirements on companies that collect, use, and share data about EU citizens. As of May 25, 2018, all companies handling data of EU citizens must adhere to these new data privacy and security measures, regardless of whether the organization is located within the EU or not, or face severe penalties. Several key changes impacting the digital advertising industry include:
- A broader definition of personal data that includes IP addresses and cookie identifiers
- Higher standards for establishing valid consent: Under GDPR, consent must be “freely given, specific, informed, and unambiguous” and made by a statement or by a clear affirmative action. Companies are responsible for demonstrating that consent was given . . .
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