Many of AppNexus’ publisher clients are testing the framework, for instance, but “aren’t publicly announcing their support given broad sensitivity and uncertainty around GDPR and Google’s hesitation to support the framework,” said Julia Shullman, AppNexus’ deputy general counsel and chair of the IAB Europe Consent and Transparency steering group.
Google’s hesitancy to join the Consent and Transparency Framework has hurt the industry, whether fair or not, said John Potter, CTO of the B2B media company Purch. Purch is one of a handful of publishers, including Axel Springer, Schibsted Media and BuzzFeed, to back the framework.
Many US publishers, especially smaller publishers without meaningful in-house compliance investments, are watching Google as a kind of GDPR weather vane, he said, and will join the IAB Europe framework after Google signals it passed the online ad giant’s own internal audit.
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