As businesses invest in innovative technologies to preserve their data-heavy business models ahead of the EU General Data Protection Regulation, some are turning to implementing blockchain technology, AdExchanger reports. Market research company YouGov is one such company turning to blockchain to ensure the survival of its data-driven business under the GDPR. YouGov CEO Stephan Shakespeare said, “The blockchain, being visible and public, shows a receipt for the information used,” adding, “That lets people know their permissions are being respected.” Speaking at a conference, Amber Baldet, the former head of JPMorgan Chase & Co.’s blockchain program, said the focus should be on creating a “privacy preserving system that gives us the option to create something that might be disruptive.”
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