Study claims that most EU companies are unknowingly in breach of data protection laws

New Ideas in MarketingEssential news for marketers, summarised by YouGov
October 19, 2022, 4:55 PM GMT+0

Despite the General Data Protection Regulations (GDPR) being in effect, widespread user data collection continues in Europe and the Americas.  

According to a report published by Compliant - a data supply chain facilitator - most European publishers use Consent Management Platforms (CMPs) to adhere to GDPR. But an overwhelming majority of these publishers (81%) are unknowingly breaching data rules by transferring user data to advertisers before gaining user consent.   

CMPs are used to facilitate and transfer user content for advertising purposes. But, incorrect installation of CMPs and the intricate weave of many ad tech stacks are leading to these errors.

“Piggybacking”, where third parties get the information without authorization from host companies, leads to further complications. While piggybacking is usually benign, companies typically lack the staff to monitor this carefully.

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