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India’s DPDP Rules 2025 Shake Up Ad-Tech By Requiring Explicit Consent Trails
India’s DPDP Rules 2025 force ad-tech to pivot from third-party data toward first-party consent and tracking.
The Digital Personal Data Protection Act, 2023 (DPDP) Rules 2025, notified by Ministry of Electronics & Information Technology, impose stricter obligations on data fiduciaries, including higher penalties (up to ₹25 crore), a new digital Data Protection Board and heavy scrutiny of third-party ad-tech models based on device IDs or hashed data.
Firms must log access, validate consent provenance and map downstream sharing. Ad-tech companies reliant on third-party identifiers face structural disruption as first-party and consent-driven models gain preference.