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Data, Consent & Privacy
4 min read
The GDPR is the European Union’s data protection law, and for advertisers it sets strict rules on how personal data may be collected, used and shared — with real penalties for getting it wrong. It reshaped digital advertising around consent, purpose and accountability far beyond Europe’s borders.
It requires a lawful basis. You need a valid reason, often consent, to use data.
It demands transparency. People must know what you collect and why.
It grants rights. Individuals can access, correct and delete their data.
It holds you accountable. You must be able to prove compliance.
Consent. Freely given, specific and revocable.
Purpose limitation. Data used only for stated reasons.
Data rights. Access, deletion and portability.
Cross-border transfer. Rules on moving data outside the EU.
Legal risk. Fines can reach a share of global turnover.
Global reach. It applies to anyone handling EU residents’ data.
Standard-setter. It inspired privacy laws worldwide.
Complexity. Compliance is detailed and evolving.
Consent friction. Lawful consent can reduce data volume.
Vendor risk. Partners’ failures can become yours.
Ongoing duty. Compliance is continuous, not one-off.
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