Digital advertising in the cross-fire of upcoming EU regulations
EU institutions have recently reached a political agreement on the Digital Markets Act and Digital Services Act. These regulations are set to have far-reaching consequences for the digital economy, particularly on how data is collected and processed for online advertising.
The European co-legislators intended to address the online advertising industry, which collects massive amounts of data and bolsters a market imbalance that favors a small number of large technology companies.
Many European companies look at the DMA positively as a way to try to rebalance the power relations with the tech giants. The question mark now is to what extent the European Commission will be able to enforce these obligations.
Source: Digital advertising in the cross-fire of upcoming EU regulations
