Reuters reports Google's delay in joining an advertising tech company consortium has left some companies open to fines for EU General Data Protection Regulation noncompliance. Hundreds of ad tech companies joined forces to release software aimed at verifying consent before serving targeted ads, a group Google said it would not join until August. Since Google is not part of the consortium, users of the tech company's DoubleClick Bid Manager have been delivering targeted ads without consent, putting them at risk for GDPR fines, the report states. “Once Google adopts the consent framework, much of the confusion will start to settle down a bit,” Sovrn Holdings Chief Executive Walter Knapp said.
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