AdExchanger reports on the number of consumers who may opt in to targeted advertising now that the EU General Data Protection Regulation is in effect. With the GDPR giving users more control over their data, marketers have been concerned targeted advertising may be in jeopardy. A pair of studies conducted by PageFair and GFK looked at opt-in rates for providers asking for information, with both groups finding around 20 percent of users agreeing to share their data with third parties for advertising purposes.
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