Google and GDPR hand publishers a hard choice
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Web surfers will start to see surprising new notices come May 25, when the European Union’s General Data Protection Regulation takes effect. “Welcome to BuzzFeed,” one might say. “May we use your data to tailor ads for you? Our partners will collect information and use cookies for ad personalization and measurement. You can say no.”
It will be a new world for everyone who has long “consented” to publishers’ terms as a condition of usea condition that’s banned under GDPR. Perhaps ironically, however, publishers are now the ones feeling coerced.
That’s because Google said on March 22 that publishers will need to share with it any data they get if they want to keep using its software to sell ads. Google won’t disclose to publishers exactly how it uses that data, and should any GDPR violations occur, the liability will rest with publishers, not Google. Not everyone wants to say yes, but the alternative is daunting.
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