Large technology companies such as Google and Facebook and big publishers are unlikely to feel detrimental effects from the EU’s General Data Protection Regulation, but ad tech firms including Kargo and Verve are withdrawing business from Europe, and even advertising company giants are feeling the effects, writes Kate Holton. “Advertisers were cautious about spending money in supply chains that they weren’t absolutely sure they could target safely or legally,” says Publicis Media CEO Steve King.
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