May 8, 2018

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.

The big picture: The fight between some publishers and Google has been heating up in recent weeks over who should bear the burden of data collection amid the tenuous GDPR compliance process. This is Google's way of saying the burden will still be passed to publishers, but they have more flexibility to select which ad tech vendors they work with.

How it works: Google is essentially giving publishers two options for selecting GDPR compliant ad tech vendors moving forward:

  1. Publishers choose their own providers. 
  2. A list of roughly 200 providers (mainly ad buyers) that contribute the most revenue to publishers. All providers listed have shared certain information that is required by the GDPR.

Google says it will re-evaluate the list every quarter. The new controls are now live in several of Google's ad-serving products including Doubleclick for Publishers (DFP), and AdMob and AdSense later this week.

Advertising Provider Controls in DFP, Credit: Google

Go deeper

Coronavirus kills 2 Diamond Princess passengers and South Korea sees first death

Data: The Center for Systems Science and Engineering at Johns Hopkins, the CDC, and China's Health Ministry. U.S. numbers include Americans extracted from Princess Cruise ship.

Two elderly Diamond Princess passengers have been killed by the novel coronavirus — the first deaths confirmed among the more than 600 infected aboard the cruise ship. South Korea also announced its first death Thursday.

The big picture: COVID-19 has now killed more than 2,200 people and infected over 75,465 others, mostly in mainland China, where the National Health Commission announced 118 new deaths since Thursday.

Go deeperArrowUpdated 6 hours ago - Health

SoftBank to cut its stake to get T-Mobile's Sprint deal done

Illustration: Rebecca Zisser/Axios

T-Mobile and Sprint announced a revised merger agreement that will see SoftBank getting a smaller share of the combined company, while most shareholders will receive the previously agreed upon exchange rate. The companies said they hope to get the deal as early as April 1.

Why it matters: The amended deal reflects the decline in Sprint's business, while leaving most shareholders' stake intact and removing another hurdle to the deal's closure.