Any ad tech vendor clinging to the notion that legitimate interest alone will render them compliant for the General Data Protection Regulation may need to think of a plan B — and fast.
Less than four months remain until GDPR enforcement, yet confusion remains about compliance and how the regulation will be enforced, at least in some quarters.
It appears that location-based ad tech vendors are among those in the worst pickle, with many claiming loudly that their businesses comply with the GDPR under its “legitimate interest” clause, according to sources
