General Data Protection Regulation adopted in the European Union will come into force in May 2018 and will revolutionize the business of companies that collect and use the personal data of the EU citizens. First of all, these are adtech and martech providers, who use users’ data for ads targeting, personalization of promotions and offers, and research of consumer behavior, habits, demand.
This market expects some "quakes" - drop in companies’ market value, changes of users’ behaviour, mergers and acquisitions. Here are three most important aspects of innovation that will lead to such consequences. »