Like it or not, our data is being harvested all the time and used to ‘personalise’ our online experience. Increasingly people are wary and are asking more and more questions about how their data is being used: and what they’re getting in return. GDPR (General Data Protection Regulation)* is set to disrupt data acquisition and usage practices in Europe, as well as affect emerging markets. How can brands ensure a fair value exchange of ‘data for services’ in this high-scrutiny environment?
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*GDPR stands for the General Data Protection Regulation, which came into force in Europe in May 2018. It aims to give people more control over their personal data. It requires users to consent to their data being used, and is driving conversations about privacy across Europe.