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Can blockchain satisfy GDPR’s user data protection requirements for targeted ads?
New York City-based blockchain ad tech firm MadHive thinks so.
Next spring, GDPR could upset everything in digital marketing.
That’s because, when the European Union’s General Data Protection Regulation (GDPR) goes into effect in May 2018, it will require a variety of new permissions and protections for consumer data. Companies doing business in the EU could face massive fines, but brands elsewhere might also be at risk, since the regulations apply to use of EU citizens’ data in any country.
Some site- and app-based permission templates for GDPR have emerged, such as from Janrain and Evidon. But what is also needed is a reliable mechanism to manage permissions and privacy across targeted ad campaigns.
That’s where blockchain technology comes in, says Stacy Huggins, co-founder and CMO of the blockchain-based ad tech platform MadHive.