Under the much more stringent requirements of the GDPR, companies are proactively obtaining consent from EU-based users to have their data processed by advertisers and marketers if they are to be, for example, shown targeted advertising on a website.
They are also required to be transparent about any third-parties who rely on that consent in order to process data, to obtain separate consent for separate purposes, and to make it easy for people to withdraw their consent if they so choose.
