The end of easy data

India’s Digital Personal Data Protection (DPDP) Rules are forcing the country’s advertising and martech ecosystem to undertake its most far-reaching reconstruction yet. The new consent regime, requiring permissions to be “free, specific, informed, and unambiguous’, has effectively outlawed the behavioural tracking mechanism that fuelled everything from big sale banners to festival-time ads. “Data fiduciaries need to implement technical and organisational measures to verify that the individual claiming to be the parent or a lawful guardian is an identifiable adult,” says Akshaya Suresh, partner at JSA Advocates & Solicitors. Read more