Data regulation is forcing users to think critically about digital privacy.

Many marketing tech vendors—including ad retargeters, location data companies, demand-side platforms (DSPs) and data management platforms (DMPs)—don’t have a direct relationship with users, so they often obtain user data without ever getting consent.

These vendors could soon be in for a wake-up call since the EU’s General Data Protection Regulation (GDPR) is likely to lead EU citizens to become more selective about how they share their personal data online.

In a February 2018 survey of 1,050 UK internet users conducted by The7stars, nearly 60% of respondents said GDPR is making them question how much data companies have on them. And about a third of those polled plan to exercise their right to be forgotten after GDPR goes live.

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