With GDPR Deadline Looming, Ad Tech Community Proposes Collaborative Industry Solution

With only a few months to go before the European Union's General Data Protection Regulation becomes enforceable, the Interactive Advertising Bureau's Technology Laboratory (IAB Tech Lab) has published an advisory that seeks to explain how ad tech companies can comply with the new rules through a collaborative information sharing process.

Deadline Looming

In April 2016, the European Union (EU) adopted the General Data Protection Regulation (GDPR), which imposes new consumer privacy requirements on companies that collect, use or share consumers' personal data from the EU – no matter whether the companies are located in the EU or elsewhere.

The primary goal of the GDPR is to give individuals in the EU more control over how the personal information they share online is used, and by whom, than they had under the prior rules. In essence, the GDPR seeks to do that by requiring that individuals specifically "opt in" to consent to the use of their personal information,