Thinking about it, the title of this piece could as well have been the other way around. Everyone is talking about GDPR these days, but how does that fit in with the big trend of context marketing? As responsible for both marketing and privacy policies at The Reference, it pains me to say that it is all about finding the middle ground. Something that I’m sure no privacy lawyer wants to hear. There is no middle ground when it comes to the law. However, my marketing heart bleeds if I cannot use all my precious tools to their fullest. Where to go from here and how to cope with this new dual reality?