An influential advisor to the Court of Justice of the EU has affirmed that the EU's privacy laws impose limits on how long personal data can be used for targeted advertising, which could impact Meta's tracking ads business. The CJEU is considering legal questions related to a privacy challenge brought against Meta's adtech business. Meta relies on tracking and profiling web users for its microtargeted advertising, so legal limits on data processing and retention could have significant implications for its profitability.
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