GDPR
The GDPR is the European Union’s General Data Protection Regulation, which governs how personal data is collected, used and stored.
It has applied since May 2018 across the European Union and covers any organisation that processes data about people in the EU. It requires a legal basis for each processing activity -in advertising, usually consent-, transparency about what is done with the data and why, and keeping it only as long as needed.
It grants people rights such as access, rectification, erasure, objection and portability, and sets significant fines for breaches. In Spain it is complemented by the LOPDGDD. For digital advertising it has meant moving from collecting everything possible to working with anonymous, aggregated data obtained with permission.
