EU privacy laws won’t mean the end of cookies – but they bloody should

As the number of brands becoming programmatically-aligned increases, so does the need for campaign control, safety and transparency.

As General Data Protection Regulation, the EU data protection regulation, comes into play in May 2018, it will likely cause trouble for majority of advertisers who currently rely heavily on the use of third-party audience data for behavioural, interest or demographic targeting.

No one wants to get caught with their hands in the cookie jar, so to speak, especially when it might cost them up to four percent of the annual global revenue.

But come May 28, this is exactly what might happen. To any brand, agency or vendor in Asia-Pacific who believes GDPR legislation is a European thing not applying to them, think again.