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Maximizing Opt-In and Building a GDPR Compliant Marketing Program

Global privacy laws like the EU’s General Data Protection Regulation (GDPR) and impeding ePrivacy Regulation are creating new challenges for advertisers. Since the dawn of the internet age, advertisers have commonly relied on pre-checked boxes, cookies, and targeted advertising to understand their audiences and automate marketing activities. While the GDPR and ePrivacy don’t prohibit the use of these strategies, new consent requirements require advertisers to rethink the way they interact with users.

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