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The personal user data for most of the digital companies is a blessing and a curse at the same time. While this information can help marketers to understand their customers better and provide more relevant service, however, it can also cause some problems along the way. Among such issues are the growing number of data breaches, public concern around the personal data security and, as a result, more tighten regulations imposed by government bodies with significant fines in case of non-compliance. However, all previous regulations have never been so widely discussed across industries, like the one set of rules, which has been active since May 25, 2018, and known as General Data Protection Regulation (GDPR). by Axon