And although Tapad is adamant that its exit from Europe is purely a business decision, the fact is that its new parent company – Experian acquired Tapad from Norwegian telco Telenor for $280 million late last year – has been under the microscope across the pond. After a two-year investigation by the UK’s ICO into how the major credit reporting agencies, including Experian, Equifax and TransUnion, handle sensitive financial data, Experian was found wanting and issued with an enforcement notice to make substantive changes to its direct marketing services line or face a fine under GDPR. The investigation, which followed complaints by privacy advocacy groups, also dinged Equifax and TransUnion. Both were able to avoid further action by making voluntary changes based on recommendations from the ICO.