Marketers Push Agencies to Shoulder More Liability for Data Breaches
New data privacy rules are pushing marketers to unload millions of dollars in liability on the agencies that help them buy their media, forcing the shops to take on new levels of financial risks.
The focus on data privacy has heated up following the arrival of the European Union’s General Data Protection Regulation, which in many cases requires publishers and advertisers to obtain consumers’ explicit consent before using their information to tailor advertisements.
Full article: Marketers Push Agencies to Shoulder More Liability for Data Breaches – WSJ
