AppNexus has said it plans to introduce new data policies to comply with the European Union’s soon-to-be-implemented General Data Protection Regulation (GDPR).

The company, 15% owned by WPP, claims it is the first ad tech company to publicly address the sweeping new regulations, which will be introduced in May 2018.

Among the commitments, AppNexus said it will ensure the use of data in its buy- and sell-side technology stack is GDPR-compliant, and will also boost its investment in its European data centre infrastructure to ensure that data remains within the continent.

It also claimed it will review its partners to ensure they are meeting data usage requirements – and pledged to “discontinue” with those who “cannot or will not” comply.

“GDPR is a coming reality, and companies that don’t prepare for it will find themselves locked out of European markets,” said Brian O’Kelley, chief executive at AppNexus.

“AppNexus believes in the fundamental goals of the GDPR. We are deeply committed to working with regulators as we help marketers engage consumers with relevant and preserve the fundamental right of our clients’ end users to the protection of their personal data.

“GDPR will change the way that internet companies do business in Europe. Advertising is the power source of the open internet. It’s incumbent upon all digital publishers and advertisers to work with technology companies that take privacy seriously.”

Separately, AppNexus has entered into a technology partnership with Axel Springer. The German publisher said it will adopt AppNexus’ products – including its ad server – across its digital brand portfolio. The deal will come into effect in 2018.