Google’s Ad Tech under probe by the EU
Is Google really playing fair with its advertising technology? The European Union is working hard to reveal that to the world.
Google’s advertising technology is being scrutinized by the European Union in order to discover if Google is manipulating its online display advertising technology so the company has an edge over its competitors.
The European Union also aims to ascertain if Google intentionally prevents its competitors from gaining access to the data of users. This might potentially lead to certain cookies and data access required of advertisers being tossed out.
Google responded to the probe of the European Union into its advertising technology, stating via email that they are confident that there has been no manipulation on their part and that they will continue to work with the European Commission till the investigation is concluded.
A few of the areas of Google’s advertising technology that will be probed by the European Union are:
- Restrictions on advertisers or publishers to see data about user identity or behavior. That information can be viewed by Google’s own ad intermediation services, including DoubleClick ID.
- Google’s plan to phase out third-party cookies on Chrome and replace them with its Privacy Sandbox initiative.
- Google’s plans to stop access to the advertising identifier on Android devices when a user opts out of personalized ads.
The worth of the fine Google could potentially have to pay to the European Union if found guilty was not disclosed.
