Google will be meeting a group of publishers next week to discuss the concerns regarding the upcoming General Data Protection Regulation in Europe. Certain publishers are worried about Google’s hold on the new law for data protection, and about its consolidation and dominance as a digital advertiser.
Google needs user consent to gather personal info of European users for targeting ads at them by using its ad-tech tools. On the other hand, it hasn’t signed up to a framework that’s industry-wide and many publishers will be using it to ask for user permission on behalf of ad-tech partners.
Adding to this confusion is the company’s optional substitute Funding Choices that’s a free consent management platform requiring a limited number of ad-tech vendors to collaborate with.
Furthermore, four trade bodies representing thousands of publishers together sent a letter to Google’s boss Sundar Pichai harshly criticizing the tech giant’s wait until the last minute for revealing its GDPR proposals. According to the trade bodies, this undermines the fundamental purposes of the regulation.
As a result and to discuss accordingly earlier this week, Google invited the leadership of the trade bodies to meetings with its executives at its offices of New York, San Francisco, Washington DC and London on May 24.
According to a spokeswoman for the tech leader, they have spoken with over 10,000 publishers, agency partners, and advertisers in the last year about the changes the company is bringing to be compliant with GDPR.
As per the new Google GDPR that’s set to be effect starting May 25, companies will require affirmative consent for using personal info of European users. Violation of this regulation will lead to a fine of the bigger amount from €20 million and up to 4% of the respective company’s annual global revenue.
Since last March, Google has been coming up with updates to its proposals on GDPR to publishers. The company’s ad-tech tools are important to a huge majority of publishers for monetizing their websites.
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