New rules on EU-US data transfers may alleviate some concerns for advertisers. But amid growing scrutiny of both commercial- and surveillance-related uses of consumer data, the writing is already on the wall.
The Biden administration is poised to sign an executive order on transatlantic data transfers next week, per reporting by Politico Tuesday.
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Privacy advocates see the action as a promising sign. “After several months of seemingly stymied progress following the March announcement of an agreement … on a Privacy Shield replacement to enable EU-US cross-border [data] transfer, news of this anticipated executive order is a welcome sign of sustained momentum,” says Arielle Garcia, chief privacy officer at ad agency UM Worldwide.
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