EU consumers have rights:

- Withdraw consent for data processing anytime
- Correct or delete personal data upon request
- Right to know personal data retention periods
- Opt-out of solely automated decision-making and profiling

As a business, you have new obligations:

- Present a clear privacy notice detailing data handling, controller identity, processing purposes, legal basis, and user rights
- Enable users to exercise rights, including DSARs
- Practice data minimization for collection and processing
- Perform data privacy impact assessments and enforce cybersecurity measures to protect data

Financial and reputational risks for a business:

- Severe violations: Fines up to €20 million or 4% of global turnover
- Less severe violations: Fines up to €10 million or 2% of annual turnover
- Risk of reputation damage and customer loss. 40% of consumers would switch brands after a negative privacy experience*

* source: Google/IPSOS

GDPR - MARKETING

Impact on media performance

As a business, your ability to run remarketing audiences depends on users providing consent.

If users do not consent, you cannot track conversions, resulting in lower in-platform performance and fewer data points for AI optimization.

If you are a website publisher, you won't be able to maximize advertising revenue without consent.