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New Google EU Policy Forces Publishers to Ask Permission Before Tracking Data

In another move to warm up to Europeans, Google updated its user consent policy for ad targeting in the continent on Monday. European websites that plan to sell ads through Google or track visitors with cookies must now, per Google, “disclose clearly, and obtain consent to, any data collection, sharing and usage” on desktop and mobile. Europe has been an aggressive stickler on privacy issues for Google. On top of the two antitrust suits under way, ad tech companies are lobbying EU lawmakers to investigate Google’s ad selling products.

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