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Peter Hense: How first-party data will kill CMPs

Masters of Privacy

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The Impact of the GDPR on Online Privacy

I did not expect, I did not foresee that battle, never ever. From my perspective, it will be and stay volatile. There are no predictions. But what we see is if you have a bunch of lawyers in the US and a bunch of privacy professionals in Europe working on the same topic of enforcement against anti- Let's kind of produce an outcome. So companies, my advice is have a plan B ready, use alternatives such as compliant data clean rooms.

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