The general data protection regulation (GDPR) set a bold vision for business growth and consumer data protection to go hand in hand. It took more time than originally envisaged, but ten years after its adoption, new solutions that deliver both effectiveness and privacy at scale are finally reaching maturity. At the top of the list are privacy-preserving technologies, including retail media. As new regulatory initiatives, such as the digital fairness act, are on the horizon, the Lisbon Council launches Beyond the Privacy-Competitiveness Paradox: Scaling Retail Media in Europe, a new policy brief exploring real-world success stories and the challenges holding the sector back. The publication makes the case for Europe to scale a new generation of privacy-conscious innovations that GDPR advocates envisaged ten years ago by embracing clarification and tinkering rather than constant legislative intervention.
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