Global brands are\u00a0gearing up\u00a0for the European Union\u2019s General Data Protection Regulation (or GDPR), which will go into effect in May and change how brands collect and store data.<\/p>\n
Chiefly, the new rules limit the amount of data that marketers can collect on European consumers, who have more options about what data companies can see about them. Marketers and vendors who have long relied on data-driven advertising will now need to implement new processes and technology that ask consumers to share their information.<\/p>\n
With data privacy top of mind, Adweek polled a handful of execs\u2014including Google\u2019s CMO and the president of UM\u2014at CES about what the upcoming regulations mean for marketers.<\/p>\n