Google bought Doubleclick around 10 years ago, and since then, Doubleclick is the foundation of the online advertising. Even Twitter is using Doubleclick for tracking. Google provides tools for tracking (Google Tag Manager), measuring (Google Analytics), audience (Adwords, DBM, DCM), advertising services (for advertisers) and monetisation (for publishers, with Adsense, AdMob, DFP and AdX), but ahead of GDPR, a consent tool was not provided for publishers and advertisers.
Because of GDPR, Google provided publishers an option to not authorise third-party vendors on DFP, AdMob and AdSense, but publishers and advertisers were left on their own in one tool: the consent tool. Google’s consent tool, designed for publishers “is currently a beta offering.”
GDPR is the General Data Protection Regulation approved by the European Parliament, the Council of the European Union and the European Commission, that regulates the data protection for all individuals within the European Union (EU). Companies that infringe the new EU regulation can be fined with huge fines (4% of global turnover or 20M Euros).
Due to GDPR, advertisers and publishers need to ask and record consent to track and collect information from users located in European Economic Area (EEA). This information includes online identifiers as PII (Personally Identifiable Information) includes data like the IP Addresses. Facebook and Google said advertisers need to ask consent.
Adobe, a competitor of Doubleclick/Google, provided advise to advertisers on how to install a consent tool using Launch by Adobe, a similar tool of Google Tag Manager. Adobe recommends OneTrust or TrustArc. OneTrust is a Consent Management Platform (CMP) with a free edition.
Ready or not, GDPR is coming tomorrow
IAB led this process until today, creating a consent framework, where companies can register solutions for Consent Management Tools. Companies like AdRoll, Adform, Oath, Quantcast, and many European publishers registered their own CMPs.
Google said this week that plans to join IAB Consent Framework. “We absolutely want to be a part of the IAB framework. We plan to register,” said Scott Spencer, Google’s director of product management, to AdExchanger.
See here a webinar about the Consent Framework from IAB