The General Data Protection Regulation (GDPR) standardizes data protection law across all 28 EU countries and imposes strict new rules on controlling and processing personally identifiable information (PII). It also extends the protection of personal data and data protection rights by giving control back to EU residents. GDPR replaces the 1995 EU Data Protection Directive and goes into force on May 25, 2018. It also supersedes the 1998 UK Data Protection Act.
For a giant such as Google, the new European General Data Protection Regulation (GDPR) rules might seem like a tough task to implement. Yet it believes it won’t be bearing the brunt of the complex set of changes. Instead, the digital giant believes the correct handling of consumer data is an “ecosystem challenge”, and that advertisers are the ones facing the biggest hurdles when trying to implement the new rules.