AdExchanger reports on the steps marketing tech companies are taking and will need to take to prepare for the EU General Data Protection Regulation. IAPP VP and Chief Knowledge Officer Omer Tene said marketing tech companies insist all the personal data they handle is de-identified and anonymized. “But drill a bit deeper, and you’ll find that while they might not have direct identifiers, like a person’s name or Social Security number, they do collect, process and store personal data under GDPR,” Tene said. Marketing tech vendors will need to map out all the data flowing through their organization and assist data controllers with data subject access requests.
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