Google’s GDPR consent tool will limit publishers to 12 ad tech vendors

Google disclosed how it will help publishers obtain tracking consent from users during a call last week with the IAB Europe GDPR Transparency and Consent steering committee, and its approach could spell trouble for media and ad tech companies.

The consent gathering tool, called “Funding Choices,” is in beta with some DoubleClick for Publishers (DFP) and AdSense customers, even though the deadline for compliance is just three weeks away. It restricts the number of supply chain partners a publisher can share consent with to just 12 vendors, sources with knowledge of the product told AdExchanger.

Google’s and other consent-gathering solutions are basically a series of pop-up notifications that provide a mechanism for publishers to provide clear disclosure and consent in accordance with data regulations.

Google Funding Choices is not required for publishers, because they can use another CMP solution (consent management platform) or develop their own. Other CMPs have similar processes for securing consent and establishing dialogue between a site and a visitor.

But publishers using Google’s default consent technology will only be allowed to pass data to 12 supply chain partners, including Google itself, SSPs, exchanges, ad servers, DSPs, DMPs, plug-ins, tracking and measurement tags and third-party data suppliers.

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Further reading:

What’s New in Publishing: GDPR – the Ultimate Resource Guide for Publishers