The European Union sets strict standards for online advertising in order to protect user privacy. The US Department of Justice is preparing a tough antitrust lawsuit against Google’s advertising model. Something, finally, seems to be changing.
Prohibited advertising based on data such as religion or race
Today we users can be somewhat calmer since with the new regulations of the European Union in force for a few weeks, everything related to the data collection and sharing directly for commercial purposes for advertising on the Internet:
The new regulations of the European Union strictly prohibit advertising based on private data such as religion or country of originand obliges all currently existing networks to inform users at all times of why they see certain ad slots.
Google will not be able to position your ads better because yes
The 27 have also agreed ban internet giants rank their services or products more favorably on their platforms that third parties offer, as well as that process the private data of their followers to carry out personalized and targeted advertising strategies.
The user may not accept cookies more easily
It will really be the consumer, the protagonist of all this, who will execute the great change: the user will be able to in a faster and more direct way do not accept cookies if you deem it appropriate. In general, any web or application will have to change its model to offer more margin of consents to the end user who wants to visit their platforms.
And most important of all: this new reality will also affect any business organization that until now regularly used data from Internet platform providers for advertising. It is, ultimately, the end of unpunished access to confidential data on the Internet of the users.
Beginning of the end of Google’s monopolistic advertising model
The US Department of Justice USA is preparing for a possible antitrust suit against Google’s advertising model, to which Google has already given a response that could somehow force the great technology giant to start ‘talking’ with other external ad systems to integrate them into the platform.
The truth is that the entry of new advertising companies that operate for Google is just a hypothesis, but Google makes this move to avoid being punished by the American justice for monopoly. The judge who wants to file the lawsuit considers that Google creates a monopoly when under the same brand it covers both the ‘purchase’ and the ‘sale’ of its ads. What has Google proposed before things go further? Quite easy, split up your ad business by moving part of the sale to Alphabet, your parent company.
All these changes finally make it clear that the world authorities want to stand up to the impunity of the big technology companies and, above all, preserve the competition of Internet advertising and protect vulnerable consumers from it. But like everything, if it is not put into practice, neither the laws nor the lawsuits against Google will serve. The world awaits results.
