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

July 12, 2018 / Tim Peterson

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. The EU privacy law requires businesses to justify collecting people’s online data, by getting their consent or through other means. 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 violat...