Google wins the war against online media for data collection Sergei Dragun | 01.07.2020
Giant overturned the plan of the European media to block the collection of data about their readers and reduce the dominance of Google in online advertising.
Online media was hoping to use measures to ensure the confidentiality of data to prevent Google from storing information about your audience. A long time Google used its dominant
position to collect data about potential clients.
But Google said that it would cut them off from lucrative stream of advertising, if they will restrict the flow of information. Negotiations continue, however, the company has on hand all the cards — she
dominates the promotional tools and access to advertisers. The global market for banner ads is $100 billion, and the key from the box with the money from Google.
Online media needs to do what Google expects them to. Otherwise they will be out of the market — no one can do without the giant. So says Thomas Adamo General counsel S4M,
which competes with Google in the software to advertisers.
Over the past decade, Google has repeatedly ahead of site owners and their competitors to secure a dominant position.
Competitors Google and media claim that some action of the Corporation was illegal and anticompetitive. Authorities USA, UK, European Union and Australia are considering
penalties, and some even reflect on the companies page.
Media giant News Corp this year publicly complained to Australian regulators that Google gets the advantage before the Internet, collecting data about the audience. Other companies said
what will they complain if Google will disable your ads in August.
Google describes the industry of online advertising as a competitive and claims that its policy is aimed at implementation of the law of the European Union on data privacy.
General EU regulation on data protection (GDPR) requires that companies get permission from users or had a legal basis, before processing their data. This prompted the European Bureau
interactive advertising (IAB), a consortium that includes Google, and its clients and partners, to develop a technical Protocol known as a “System of transparency and
consent” (TCF), to ensure that all participants had the appropriate permissions from consumers.
Chief Executive officer of the IAB, Feehan Townsend (Townsend Feehan) said that at the urging of large media consortium last year agreed to prompt users for two separate permissions
previously connected, one to display personalized advertising and the other for the collection of their personal data in the profile.
Some sites and applications planned not to prompt users for a second resolution. This would mean that Google would not be able to create a profile of users, and at the same time, these media
would be placed on their sites personalized ads from clients giant.
But now Google says that sites must submit both permission to receive personalized advertising.
“This is contrary to what was agreed,” said Angela mills Wade, Executive Director of the European publishers Council.
Even Bindra, senior product Manager at Google, said that Google’s policy is in relation to TCF maintains the status quo.
Competitors of Google, including the software manufacturer for advertisers MediaMath, said that they had to share permission to the data collection and thus giving the media another
way to annoy Google. But they still have to refuse the generous advertising of the security of the Internet giant.
Google’s use of the software, which rely on millions of partner sites to display ads, track the location of readers, their characteristics, as well as pages and
content that they consume. These user profiles allow marketers to target ads for specific people to display ads on the Internet.
Media, no matter how extensive their own audience, struggling to compete with the collection of data that provides Google.
While the advantage of the Corporation.