In Europe, Google is asking to obtain consent for data use and ad targeting under the new General Data Protection Regulation (GDPR) privacy rules, which go into effect May 25.  Under the new regulation, if a company is operating in Europe, they are required to gain opt-in consent for collection and use of personal data.

“To comply, we will be updating our EU consent policy when the GDPR takes effect and the revised policy will require that publishers take extra steps in obtaining consent from their users,” wrote Carlo D’Asaro Biondo, Google President of EMEA Partnerships, in a blog post published Thursday.

Personal data can’t be used based on implicit or opt-out consent.  There has to be “a statement or a clear affirmation action” that indicates a willingness to share the information  The consent will be reportedly captured by Google for properties that it is in control of, like YouTube and  Third-party publishers are being asked by Google to collection consent in situations where Google’s technology and ad targeting are behind the scenes.  In some respects, this is comparable to what Google did in 2008 with AdSense, when it required publishers to “notify their users of the use of cookies and/or web beacons to collect data in the ad serving process.”

[Read the full article here on Search Engine Land]

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