By Samantha Merlivat, Analyst

The GDPR deadline of 25 May 2018 marks a period of great reckoning for data-driven marketing in Europe. The question marketers ask most often is “Can we continue to do this…” or in other words, will this type of activity be allowed under GDPR? But often, with this regulation, the question is not whether you can or cannot pursue an activity, it is whether your organization is managing its data in such a way that it will be allowed to continue carrying out the activity.

In practice, GDPR impacts digital marketing and advertising in slightly different ways.

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