In a column for Ad Age, Emma Hall reports on concerns some in the ad industry have about the General Data Protection Regulation's effect on digital advertising. World Federation of Advertisers CEO Stephan Loerke said, "I'm surprised more marketers have not woken up to the implications of GDPR. The new regulations will be a significant challenge for the ecosystem and it's difficult to forecast how technology will adjust." The practical side of getting consent from European citizens will be a huge challenge for the industry, PageFair's Johnny Ryan points out. "Companies who create value only by using data and tracking people across the internet will have to find a way to build a relationship with the customer," Ryan said. "They will have their businesses seriously disrupted."
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