How GDPR could change the relationship between brands and consumers.

Data protection regulations were last updated in 1998. Since then our world has evolved with Facebook, Google and Big Data becoming a part of every day conversation.

GDPR is designed to protect consumers and give them control of their data. It seems likely that the public will become more aware of their new rights under the regulations. But GDPR poses some big questions for both organisations and the public:

  • Will consumers exercise their rights and disrupt the world of advertising?
  • Will it spell the end to data-driven marketing and retargeting?
  • Or will we see a new value exchange created between brands and consumers, which causes the former to provide more relevant and resonant experiences for the latter?

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