In a little under a year, the EU General Data Protection Regulation (GDPR) will come into force, and for programmatic advertisers, it foretells an end to the concept of automating relationship building.The GDPR has been developed to directly address customers’ concerns about the safety of their personal data. Like it or not, anyone in possession of customer data will need to be compliant by next May, when the regulation comes into effect. GDPR contains strict new rules around individual data, including customer consent and their “right to be forgotten.” GDPR will be unforgiving to those who fail to comply; organizations will face astronomical fines of 20 million euros ($24 million) or 4% of annual global turnover, whichever is greater.
GDPR: The Death Knell For Programmatic Advertising? | AdExchanger