Google's Ad Targeting Faces Scrutiny under GDPR

Ireland's Data Protection Commission (DPC) is to investigate the functioning of Google's Ad Exchange across the European Union, and whether it complies with privacy rules including GDPR.

Ad Exchange targets visitors to web sites according to the information Google has collected on them, from search, browsing behaviour and other sources. Ireland - where Google in legal terms makes decisions about how to process Europeans' data, will lead the process as GDPR dictates, before presenting its decision to other European data regulators.

The inquiry, into the use of personal data to target digital ads, could potentially result in a fine of up to 4% of Google's global annual turnover, plus a requirement for 'corrective measures', whereby the regulator would dictate changes to the firm's practices. Commentators say the Irish DPC's previous inquiries have taken some 7-8 months, but this one could take longer.

Google's response, quoted on www.bbc.co.uk , states: 'We will engage fully with the DPC's investigation and welcome the opportunity for further clarification of Europe's data protection rules for real-time bidding. Authorised buyers using our systems are subject to stringent policies and standards'.

In January, the search engine leader was fined EUR 50m by the French data regulator CNIL (currently on appeal) - representing around 90% of all the penalties imposed under GDPR in its first year, which it celebrates this week. The fine is for 'lack of transparency, inadequate information and lack of valid consent regarding ads personalisation'.

Web site: www.dataprotection.ie .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.