The EU’s General Data Protection Regulation (GDPR) May 25, 2018 effective date has come and gone. We’re over a month in and by all accounts, the earth is still rotating, birds still visit my bird feeder, the sky remains blue, and the internet still appears to be working in the EU. That’s not to say that the impact hasn’t been felt deeply by businesses and people across the globe. In particular, the advertising and marketing sector still has a lot to figure out. Scores of global businesses sent out mass-emails seeking re-consent of their email databases, where in many cases this was not needed.