Consent and security: GDPR in the adtech ecosystem

GDPR is a nice opportunity to explain to clients in a lot of detail about how some of the functionality works and what role we have vis-à-vis the data versus how they are controlling their own data

Consent needs to start with the consumer, but they can’t be involved in providing consent at every step in the ecosystem chain, especially when they can't count the number of companies involved

Security in this context means more than just making sure that the data isn’t stolen or compromised, it means guaranteeing that it is not subject to unauthorized or unlawful processing

We really see this as an opportunity to focus on data quality, because the costs of compliance are higher under GDPR, it doesn’t make a lot of sense to be throwing around large quantities of data