The recent binding decision by the European Data Protection Board regarding Meta's targeted behavioural advertising practices could have far-reaching implications for advertising technology companies and ad-based business models in the EU. During the IAPP Europe Data Protection Congress 2023 conference in Brussels, European data protection authorities have indicated that they will examine the industry more closely. regulators from Belgium, France and Germany suggested that adtech privacy changes are imminent and that personalized advertising could be on its way out.
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