A Facebook like button is pictured at the Facebook's France headquarters in Paris, France, November 27, 2017. REUTERS/Benoit Tessier/Files
LONDON: Europe's new data privacy law has put a small army of tech firms that track people online in jeopardy and is strengthening the hand of giants such as Google and Facebook in the US$200bil (RM821.30bil) global digital advertising industry.
The General Data Protection Regulation (GDPR) brought in by the European Union in May is designed to protect personal information in the age of the internet and requires websites to seek consent to use personal data, among other measures.
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