The IAB Technology Laboratory unveiled its blockchain protocol designed to give companies the ability to track data subjects’ consent, MediaPost reports. PrivacyChain, which is under review for public comment, allows users to choose the data topics retailers can use, such as names, email addresses, location and gender. The protocol offers details on each data transaction, including who received the information and when it was shared. PrivacyChain could potentially be used to assist in compliance with the California Consumer Privacy Act of 2018 and the EU General Data Protection Regulation, the report states. Meanwhile, the Enterprise Ethereum Alliance and Hyperledger have announced they are partnering on blockchain-based projects.
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