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Google launches new GDPR controls for publishers

Photo by Justin Sullivan/Getty Images

Google has emailed publishers an update to their ad serving platform, called "Ad Technology Provider (ATP) Controls," that allows publishers to select GDPR-compliant ad tech vendors moving forward.

Why it matters: The controls are meant to make it easier for publishers to become compliant. According to a Google spokesperson, user research by Google around consent solution tests finds that people are more likely to give consent to publishers where the list of ad tech vendors is shorter.