Preference centers on brands’ websites are emerging as one reprieve for advertisers. The General Data Protection Regulation (GDPR), which comes into force on 25 May, is more of an evolution than a revolution to marketers who are already adapting their data-sharing approach. In the UK, for example, Facebook has been using its own data in order to target adverts at people based on what they have liked and shared online. However, more work needs to be done, as UK Information Commissioner Elizabeth Denham revealed "a lot of energy and effort is being spent trying to find a way to avoid consent".
The General Data Protection Regulation (GDPR), which comes into force on 25 May, is more of an evolution than a revolution to marketers who are already adapting their data-sharing approach. In the UK, for example, Facebook has been using its own data in order to target adverts at people based on what they have liked and shared online. However, more work needs to be done, as UK Information Commissioner Elizabeth Denham revealed "a lot of energy and effort is being spent trying to find a way to avoid consent".