Market research giant YouGov is readying a blockchain solution that will allow EU consumers to choose which data they share with brands; a move that will not only help it preserve its nascent digital ad network post-GDPR, but one it’s pitching as a “great boon” for publishers too.
With the deadline looming for the strict new EU legislation – which covers everything from consent to data portability and carries with it multimillion non-compliance fines – YouGov‘s chief executive Stephan Shakespeare explained to The Drum the company didn’t want its GDPR preparation to be a “box ticking exercise”.
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Source: The Drum
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