Google will soon join the Interactive Advertising Bureau (IAB) Europe’s Transparency and Consent Framework, the company confirmed Tuesday — just three days before the May 25 deadline for enforcement of the General Data Protection Regulation (GDPR). The news was first reported by AdExchanger.
The framework is designed in part to allow advertisers and publishers to share consent across the ad tech ecosystem. Consent from users to have their data collected and used for marketing purposes is required under GDPR, a sweeping set of new data privacy rules that govern the handling of EU members’ data no matter where it occurs. Companies found in breach of GDPR can be assessed fees up to €20 million, or 4 percent of their annual revenue, whichever is higher.
“We absolutely want to be a part of the IAB framework. We plan to register,” Scott Spencer, Google’s director of product management, told AdExchanger.
What’s the holdup this close to the deadline? Google is waiting for IAB Europe to respond to technical recommendations and is still in the process of reviewing the framework’s policies. The IAB only revealed its framework for public comment in March.
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