With just 48 hours until GDPR goes into effect across the EU it looks like Google has finally taken some sanity pills and is ready to go along with the IAB Europe’s new industry standard. If you need some background on the dispute check out my blog post from last week which explains all sides of the issue.
The importance of Google’s decision can’t be overstated. Since it’s impossible to completely buy around Google in the EU, or the US for that matter, having them not participate in the IAB’s GDPR protocol would require publishers to comply with two different privacy consent standards at once. This added friction would have created a long-term dampening on the entire digital industry in Europe, and also relinquished an unreasonable amount of control to Google. Fortunately it looks like that problem is now behind us.
Viva’ GDPR! Viva’ Google! (I guess)