GDPR will pop the adtech bubble

“Sunrise day” for the GDPR is 25 May. That’s when the EU can start smacking fines on violators.

Simply put, your site or service is a violator if it extracts or processes personal data without personal permission. Real permission, that is. You know, where you specifically say “Hell yeah, I wanna be tracked everywhere.”

Of course what I just said greatly simplifies what the GDPR actually utters, in bureaucratic legalese. The GDPR is also full of loopholes only snakes can thread; but the spirit of the law is clear, and the snakes will be easy to shame, even if they don’t get fined. (And legitimate interest – an actual loophole in the GDPR, may prove hard to claim.)

Toward the aftermath, the main question is What will be left of advertising – and what it supports – after the adtech bubble pops?

I’m skeptical of the GDPR actually changing anything, but who knows.

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