To ensure GDPR compliance, the advertising ecosystem should consider EU-based vendors
The European Union’s General Data Protection Regulation (GDPR) is a call to action for enterprises that operate in the digital media ecosystem, including publishers, advertisers and tech vendors. The goal of the legislation is multifaceted; key elements include greater transparency, education and choices for consumers regarding the collection and management of personal data. The GDPR affects enterprises operating in all industries, regardless of whether they consider themselves consumer-facing or data-driven. Even if marketing teams are not actively conducting business in the EU, they are on the hook should engagement and data collection occur in the region. Noncompliance will result in penalties of up to 4% of gross revenue, or €20 million, whichever is greater.