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Google has rankled publishers and ad tech firms with its General Data Protection Regulation compliance strategy. But a pledge the company has presented to ad tech firms is considered particularly burdensome.

In the lead-up to the GDPR’s enactment May 25, Google asked ad exchanges and supply-side platforms to guarantee that the publishers whose inventory they help sell have gotten consent across hundreds of vendors for any ads sold through Google’s automated ad-buying platform, DoubleClick Bid Manager, according to three ad tech executives with knowledge of the matter.

In signing Google’s consent guarantee agreement, the exchanges and SSPs, as well as their respective publishers, would assume liability for any corresponding GDPR violations that Google’s DBM is charged with, the execs said. Under the GDPR, any company found violating the law can be fined up to 4 percent of its annual revenue.

At least one ad tech firm, Sovrn, has declined to sign the agreement. “The changing landscape of GDPR has brought a lot of uncertainty for publishers. Due to the strict requirements around consent in the Google agreement, Sovrn has elected to wait until Google joins the IAB consent framework, which will make it easier for publishers to comply,” Sovrn CTO Jesse Demmel emailed.


Read the whole article here: ‘It’s impossible’: Google has asked ad tech firms to guarantee broad GDPR consent, assume liability 

Source: Digiday

Article length: 780 words

Article reading time: Less than 4 minutes

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