04 Jul Firms Exposed to Fines Due to Google’s Delay on Ad Standard for GDPR
A number of ad-funded websites and apps are reportedly in danger of getting fined for non-compliance to the GDPR due to Google’s delayed entry into a consortium of advertising technology companies.
Since a user’s identity data can pass through a number of ad firms before the ad is loaded, each one must have user consent or another legal basis to access it under the EU’s new data rules.
While most ad tech firms had already launched their software a month before the GDPR took effect, Google said that it would only be able to join in August. Instead, the search giant came up with a temporary solution that resulted to ad clients targeting users who have not given consent to personalized marketing.