Lusha

Debunking 5 GDPR Myths Hurting B2B Outbound Sales

A Dev.to post (published 2026-04-30) audits outbound B2B email practices and debunks five common GDPR myths that are either leading teams to over-restrict EU outreach or exposing companies to liability. The author explains that direct marketing can rely on GDPR 'legitimate interest' (Recital 47) for many targeted B2B emails, distinguishes GDPR from the ePrivacy rules, and highlights national nuances (notably Germany’s stricter UWG regime). Practical compliance points include performing per-campaign or programmatic Legitimate Interest Assessments (LIAs), documenting data sources, providing opt-outs, using DPAs with vendors, limiting retention (36 months guidance), and avoiding purchased lists without provenance. The article lists prospecting and verification tools used in compliant stacks and cites enforcement examples where systematic failures (no opt-out, long retention, poor sourcing) drew fines.

Wolt Data Now Accessible for Advertisers via Appsflyer

Appsflyer, a Martech analytics and measurement platform, has teamed with Wolt to make Wolt’s first‑party data usable for advertisers in a privacy‑compliant Data Clean Room. Wolt Ads attaches to Appsflyer’s platform, letting advertisers build audiences, run campaigns, and measure performance based on signals from Wolt customers, with activation possible beyond Wolt to other channels. Wolt, founded in 2014 in Helsinki, was acquired by DoorDash in 2022 and now largely operates under the DoorDash brand; the Finnish company positions itself as a technology firm with a broad consumer goods data footprint. Appsflyer, founded in 2011 in Israel, provides analytics and attribution tools for apps. The partnership aims to unlock Retail Media by leveraging commerce data to form networks that include non‑retail brands. In a case study, an ice cream brand used intent signals from dessert browsing and promotions in the clean room, achieving strong results; raw data such as addresses or gender are not shared.

IAB Tech Lab Launches Task Force Amid Chrome Privacy Changes

Friday’s AdExchanger roundup centers on Google’s Chrome Privacy Sandbox and the IAB Tech Lab’s response. As Chrome’s plan to end third‑party cookies continues to slip (now targeted for the second half of 2024), the IAB Tech Lab has launched a Privacy Sandbox Task Force to test the Chrome APIs and report findings to the industry, with CEO Tony Katsur noting that Chrome holds roughly 65% of the global browser share. The group’s mandate is open to all members, and the Lab has also formed an AI subcommittee. The piece also revisits antitrust disclosures in the Google case, including the revelation that Microsoft once contemplated a multibillion-dollar loss to push Bing as the default for Safari. Separately, Lush vowed to drop advertising on major platforms by 2026 and to pursue brand collaborations instead, signaling a shift away from data‑driven, algorithmic media planning.