As GDPR looms, marketers demand GDPR compliance from tech and media suppliers
Seb Joseph

For once in media, advertisers and publishers are on the same page. Like publishers, advertisers are racing to purge their supply chains of ad tech companies flouting the European Union’s General Data Protection Regulation, which takes effect on May 25.

With less than a month to go before the regulation is enforced, advertisers worry whether they have lost sight of data at the further reaches of their supply chains. Duracell, for example, has told data resellers they will need to prove they will do so in a way that’s compliant with the regulation; otherwise, it will notify the rest of its supply chain that they have been cut off.

Advertisers realize they “can’t just pass” all the risks of data management to their partners, said Benoit Grouchko, CEO of location marketing platform Teemo, now that they know that working with fewer ad tech companies might not be enough to provide a clear view of how data is being traded across all the exchanges they buy ads from.

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