Google’s delayed entry into a consortium of advertising technology companies has spoiled the members’ push to comply with a new European privacy law, six people involved in the program told Reuters, leaving some firms exposed to fines.
Data about a website visitor’s identity can pass through a dozen ad tech firms before an ad is loaded, and each one must have user consent or another legal basis to access it under Europe’s General Data Protection Regulation (GDPR).
Four ad tech executives said they are counting on deference from regulators until Google supports the consortium technology.
“Once Google adopts the consent framework, much of the confusion will start to settle down a bit,” said Walter Knapp, chief executive of ad software company Sovrn Holdings Inc.
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