Europe's forthcoming General Data Protection Regulation (GDPR) is prompting some data firms to rethink how they collect and use location data. Some data vendors are regarding the Continent as an increasingly difficult landscape, and firms such as Verve and Drawbridge have elected to quit the European market altogether, others have begun collecting their own information, rather than relying on bid requests. The GDPR will require companies that process personal information for a third party (such as Google or Facebook) to obtain consent from users before using it in any way.
Europe's forthcoming General Data Protection Regulation (GDPR) is prompting some data firms to rethink how they collect and use location data. Some data vendors are regarding the Continent as an increasingly difficult landscape, and firms such as Verve and Drawbridge have elected to quit the European market altogether, others have begun collecting their own information, rather than relying on bid requests. Reza Ghaem-Maghami, global chief strategy officer at Proximity Worldwide, said the blocking of cheap location data could lead to a "deeper consumer understanding based on multiple data sources".