Not necessarily. While the GDPR has stopped companies buying and selling data on the open market, companies have responded by asking users to voluntarily submit more information about themselves when, for example, signing up for new services. This is called first-party data and its carefully controlled use is allowed under GDPR legislation. New technologies are also emerging that can use Artificial Intelligence and Machine Learning to search for patterns in the information about what viewers watch and extrapolate the age, life stage of viewers, and more without violating any of the rules of the GDPR.