AppNexus, an advertising technology company, is planning policy changes that will govern access to its technology stack, in compliance with the European Union's General Data Protection Regulation (GDPR). And it will stop working with partners that fail to comply.
The company said it will review its list of partners, whether it works with them directly or through customer relationships. All will be required to adhere to its new requirements.
In addition, AppNexus will expand its European data center architecture to ensure that data originating in Europe remains on that continent. The GDPR takes effect in May 2018.
Companies operating in Europe must “build tools that meet GDPR's enhanced transparency, access and choice requirements and continuing to participate in the dialogue on the proposed ePrivacy Regulation," said Julia Shullman, deputy general counsel, privacy, for AppNexus, in a statement.