MOUNTAIN VIEW, CA: Two weeks out from the implementation of GDPR, publishers and ad tech vendors are absorbing the implications of Google’s decision to limit publishers using its consent manager provider (CMP) to sharing information with just 12 vendors.

Google’s Funding Choices has been developed as a mechanism for publishers to provide clear disclosure and consent to visitors to their site in accordance with data regulations and is one of three options open to publishers – the others being to choose a different CMP or to build their own.

Publishers using Google’s consent technology will only be allowed to pass data to 12 supply chain partners, including Google itself, SSPs, exchanges, ad servers, DSPs, DMPs, plug-ins, tracking and measurement tags and third-party data suppliers, sources told Ad Exchanger last week.

Following up, Digiday found many ad tech vendors in a state close to panic. “No one is safe,” said one ad tech executive, speaking on condition of anonymity. “They’re scrambling to get in front of publishers.

“There is no way the average publisher’s ad tech and sales teams can fully understand the nuts and bolts of how some of these second-tier ad technologies work,” they added. “So, it’s going to come down to their relationships with publishers.”

Smaller publishers are likely to default to Google’s CMP as the simplest – and cheapest –option, but larger publishers may choose a different CMP, being reluctant to cede control over business decisions as to who they can work with. Or, like Axel Springer, they may opt to develop their own.

“Google is clearly putting us in a hard place as they have informed all publishers very late, giving very little time to adapt or make an informed decision,” said one publishing executive.

Another highlighted the effects on the ad tech sector, with consolidation a likely outcome, saying: “I can’t see it as anything other than a vendor bloodbath.”

Publishers have also raised objections to Google’s wish to act as a joint “controller” of data thus acquired – meaning that it can use the data however it wishes. But publishers argue if they cannot tell consumers the uses to which their data will be put that would not constitute valid consent.

Sourced from Digiday, Ad Exchanger, TechCrunch; additional content by WARC staff