Google Tightens Its Data Privacy Policy For Targeted Ads In Europe As DMA Deadline Looms

Tech giant Google is racing against time to ensure it’s well in line with the EU’s Digital Markets Act.

The company has just toughed up privacy policies for targeted advertising in Europe as we see the DMA coming into play very soon. This means the change would soon be felt by a host of brands and advertisers who will see the changes arising at a swifter pace than most had anticipated.

The Android maker mentioned how common changes to be seen very soon include consent banners and the latest Data Portability API which are scheduled to be launched in the next few weeks.

It’s important to mention this because stringent policies in this domain mean the search engine giant cannot give rise to content and personalized ads to its users like it did once before. And as a result, it would drastically impact how effective ad campaigns are. After all, they’re not going to reach the respective target audience involved as smoothly as they did in the past.

Other than that, the company spoke about other changes that can be expected. This includes a host of other consents for users so they are well aware of where their data is being used and nothing goes unnoticed.

In the next few weeks, consent banners for EU users will be launched. These would request permission for data sharing of personalized material and ads. And in case a user fails to give permission, they would be barred from accessing certain features or they could not be available to them altogether.

As far as the issue linked to shifting data of users to third-party apps is concerned, the company has chosen to give rise to data portability APIs which developers can make use of. For those who are wondering what this is in the first place, well, it’s the term reserved for transferring data from one app to the next. Let’s not forget shifting information from one program to the other and also different computing environments and cloud services.

This would give service providers the chance to make the most of targeted ads.

Then there will be choice screen options where the company is going to roll out more of these for those having Android devices. The latter gives them the chance to shift to default browsers with greater ease than before. The screens would be seen during the device’s setup phase across Android phones and also through the Chrome app across desktop or iOS phones.

Last but not least, we expect to see dedicated units being added to update Google Search through links to different comparison sites. You’ll even find shortcuts to certain search pages to ensure your search is more customized and refined to give you exactly what you were looking for.

This will include specific domains like hotels where the company is testing and rolling out a dedicated space where competing sites and suppliers working directly can give detailed results like hotel star ratings. But with these changes will also come some that would be removed altogether like Google Flights.
So what exactly is the latest law of the EU that most of the tech world is anticipating? It’s called the DMA or Digital Markets Act and it’s a law created to make sure large online apps dubbed gatekeepers will act most lawfully to give rise to an environment that’s fair and open for all businesses online to use. And that is coming into play by March of this year.

The latest law calls the Big Tech as gatekeepers including Google who meet the criteria of being very influential, thanks to its dominance of the market share and strong economic holding. They also have an important role as intermediaries as they link big user bases to a host of large firms. Similarly, they are those who have met the criteria described above in the past couple of financial years and therefore are enjoying the fruits of their hard work.

If any company chooses to go against the Digital Markets Act or DMA, they can prepare to be penalized as firms who are non-compliant will have to face the likes of paying out 10% of their yearly turnover. Similarly, penalty payments over certain periods would also be enforced that include 5% of daily profits.

This is why the search engine giant says that in the past couple of months, they’ve been carrying out a host of changes across the EU and this means all stakeholders like investors, developers, and more would be impacted by those. They hope to share more details on this front soon in terms of what changes are going to come into play in the end, as the deadline of March looms.

Photo: Digital Information World - AIgen

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