Brands lost the lawful use of masses of consumer data profiles thanks to the General Data Protection Regulation (GDPR) – and rightly so. Much data was neither collected nor processed in compliance with the GDPR derogations of consent, legitimate interest, and the necessities of public interest and the law.
In addition, either by following poor legal advice or an extremely strange social contagion, many companies implemented a totally unnecessary re-consenting procedure which lost them even more data which they were storing and processing quite legitimately. It was also the most valuable type of data: groundtruth, deterministic, often personal data...