Skip links

IAB ‘retargeting’ Google regarding personalised advertising

Advertising body IAB Europe said Google has agreed to IAB´s request for a dialogue about the controversial third-party cookies and other forms of identifiers for targeted advertising. Google, that is an IAB-member, recently made a statement saying the company is phasing out third-party cookies and will not introduce other forms of similar identifiers but is proposing building categories of users with similar interests and that these categories can be used to target advertising.

European publishers have reacted strongly saying Google´s phasing out of third party cookies on its service will lead to increasing dominance for the search engine.

IAB Europe in a statement said ”the dialogue will hopefully create an opportunity to elucidate questions raised by the announcement, in the spirit of collaboration that has characterised Google’s participation in IAB Europe for many years”.

Google´s argument for stopping third-party cookies is privacy on the internet. However, IAB in its statement says that “the EU’s highly prescriptive privacy and data protection laws do not prohibit the processing of identifiers for the delivery and measurement of digital advertising.”

” Instead, they require that consumers have transparency and choice about their use, as well as a baseline of privacy by design and default, and that data controllers be held accountable for respecting the choices that consumers make.”

“IAB Europe believes that future should include approaches that do not rely on identifiers alongside those that do, and a range of innovative solutions to the deprecation of third-party cookies – all of which can be implemented in ways that are equally legitimate from a privacy and consumer protection point of view and will hopefully address the use cases that ecosystem stakeholders most care about.”

The European newspaper and magazine publishers were not impressed by Google´s argument about respecting privacy and said that “Google no longer needs cookies due to its market power. With the help of huge quantities of data collected through its services, inter alia the market leading Chrome browser, Google is able to make much more sophisticated use of personalised advertising than other market players.”

The publishers urged European legislators to limit “the discretionary power of the gatekeeper platforms, safeguard fair competition and the sustainability of press in Europe”.

Moonshot News is an independent European news website for all IT, Media and Advertising professionals, powered by women and with a focus on driving the narrative for diversity, inclusion and gender equality in the industry.

Our mission is to provide top and unbiased information for all professionals and to make sure that women get their fair share of voice in the news and in the spotlight!

We produce original content, news articles, a curated calendar of industry events and a database of women IT, Media and Advertising associations.

    Do you want an experienced opinion on a job issue?
    Moonshot Manager is here to answer!

      Moonshot community sharing thoughts and ideas, in a anonymous, safe environment.