Meta signaled its pivot toward operationalizing consent as its lawful basis for personalized advertising across its Facebook and Instagram services in the EU.
The dust has yet to settle on how EU data protection authorities view Meta's latest approach, but the adtech ecosystem will feel reverberations from the litany of past enforcement and litigation.
Through legislation, opinions and enforcement by the regulators and the courts, consent, despite its limitations, has evolved into a sometimes desired or even sole remaining basis for certain data processing activities.
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