The legislation is largely consent driven. I.e. companies will still be able to do whatever they want but it'll require quite granular user consent. I expect t

The legislation is largely consent driven. I.e. companies will still be able to do whatever they want but it'll require quite granular user consent. I expect that there will be a rush to re-obtain consent from users in the last few months before GDPR kicks in. Look to Google for how this is done well. IMO, it'll be good for the "preference center" applications and there will be an expansion in business for them. It'll be very good for consultancies on two fronts: 1. Compliance. 2. Data science - Namely, how to organise a DS operation around aggregated as opposed to personalisable data.