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

Parties trade election influence accusations at Big Tech hearing

Photo: Michael Reynolds/Pool/AFP via Getty Images

A Senate hearing Wednesday with Big Tech CEOs became the backdrop for Democrats and Republicans to swap accusations of inappropriate electioneering.

Why it matters: Once staid tech policy debates are quickly becoming a major focal point of American culture and political wars, as both parties fret about the impact of massive social networks being the new public square.

1 hour ago - World

Germany goes back into lockdown

Photo: Fabrizio Bensch/Pool/AFP via Getty Images

German Chancellor Angela Merkel will enact one of Europe's strictest coronavirus lockdowns since spring, closing bars and restaurants nationwide for most of November, Reuters reports.

Why it matters: Germany is the latest European country to reimpose some form of lockdown measures amid a surge in cases across the continent.

How overhyping became an election meddling tool

Illustration: Annelise Capossela/Axios

As online platforms and intelligence officials get more sophisticated about detecting and stamping out election meddling campaigns, bad actors are increasingly seeing the appeal of instead exaggerating their own interference capabilities to shake Americans' confidence in democracy.

Why it matters: It doesn't take a sophisticated operation to sow seeds of doubt in an already fractious and factionalized U.S. Russia proved that in 2016, and fresh schemes aimed at the 2020 election may already be proving it anew.