Google has sent online publishers an update to its ad-serving platform, which allows them to select advertising tech vendors that comply with new European data privacy laws.
The search giant is launching new Ad Technology Provider (ATP) Controls for publishers to choose the ad technology providers who will be able to serve and measure ads on their sites and apps for users in the European Economic Area (EEA). The controls have already launched for DFP and will shortly after be released for AdSense and AdMob.
With the new tools, publishers are able to choose their preferred list of ad technology providers.
Within these controls, publishers will also have the ability to present users a choice between personalized and non-personalized ads.
Publsishers have also the option to select to serve only non-personalized ads to all users in the EEA.
The European Union's General Data Protection Regulation (GDPR) comes into effect May 25.