Greg Castro, VP of Global Partnerships at Mobvista, examines how privacy regulations have spotlighted first-party data and how machine learning can help companies leverage it to the best effect.
Over the past few years, data privacy has emerged as the major recurrent theme in ad tech. Data privacy regulations have both grown in number and strengthened in rigor, as regulators seek to put consumers back in control of their personal data.
While data protection laws have been around since the mid-20th century, Europe started the ball rolling on the current era of more digitally-focused regulations with the introduction of the General Data Protection Regulation (GDPR) in 2018, followed by the California Consumer Privacy Act in 2020, and numerous other laws in different parts of the world. The European Digital Markets Act, which came into force in 2022, aims to further regulate the data gathering and sharing activities of big tech players such as Apple and Google, while these companies have also pitched in with their own data privacy initiatives.
