Funnily enough, I work in recruitment marketing and do quite a lot with programmatic targeting and retargeting so am close to it too. One of the benefits of re

Funnily enough, I work in recruitment marketing and do quite a lot with programmatic targeting and retargeting so am close to it too. One of the benefits of recruitment is we tend to have a lot of touchpoints to gather informed consent, whether through the points in an ATS, expressions of interest, candidate contact and follow ups. It's serious, don't get me wrong, but I think given the grey areas in definitions that there are (and the rationales developed for collecting information in the first place), if you're a responsible data controller in the first place, the impact will only be felt in a few ways. For the purposes of advertising, it's always been sketchy to "sell" data to an ad company. Most of the time it's owned data passed along and processed by them on behalf of the original acquirer (something comparatively easy to get consent for, because it also ties into personalisation) for retargeting. Initial targeting is going to be the hard part, as the right to be forgotten is going to be hard to manage across multiple DSPs. Analytics is going to be a *, as we'll need to delay any analytics firing until someone's opted in, but this will become blind after a while once someone's opted in or out. Persisting this option will, perversely, mean having to store more personal data around choices, but hey ho.