With location data considered personal under the EU General Data Protection Regulation, many firms are working to reconcile their location data ahead of GDPR implementation later next month, Adweek reports. Instead of finding a solution to ensure existing data is compliant with the GDPR, U.S.-based location firm Factual instead opted to scrap all its data collected on European citizens. The firm plans to rebuild its European database after it institutes an “explicit consent” opt-in from its consumers. Factual Founder and CEO Gil Elbaz said that while this will impact operations, he said it was “the only appropriate response to the new set of regulations.”
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