On May 25, 2018, a new anti-spam law called GDPR (General Data Protection Regulation) will go into full effect in the European Union (EU). This new law regulates how personal data can be used for digital advertising measurement and targeting. This provides consumers more control over how their data is used and puts pressure on data collectors, publishers and tech platforms to be compliant.
It is anticipated that this new policy will affect brands advertising in the United States. This will, in fact, impact YouTube measurement within the United States immediately, so it is important for brands to not only be aware of GDPR , but also develop a plan to address an impending global rollout should that, in fact, occur.
To learn more about how this new law will affect display media, download our POV.