«Google deja a miles de empresas expuestas a multas hasta agosto», afirman en tusIdeas

El gran consorcio de compañías de tecnologías publicitarias, que se formó con el objetivo de cumplir con la nueva normativa europea de protección de datos en lo que respecta a la entrega de anuncios en todo el mundo, ha sido testigo esta semana de cómo Google, con su decisión de posponer su entrada en dicho consorcio hasta agosto, ha terminado perjudicando a todos (incluido a sí mismo)

«La decisión del gigante de las búsquedas en Internet de unirse a este consorcio en agosto ha dejado a miles de empresas que utilizan sus servicios publicitarios, principalmente propietarios de sitios web, aplicaciones financiadas con publicidad y agencias de marketing, expuestas a multas de hasta cientos de miles de euros», mantiene Nacho García, Director web de tusIdeas.

Un mes antes de la entrada en vigor de la nueva normativa sobre protección de datos, cientos de empresas especializadas en tecnologías publicitarias se reunían para lanzar un software de verificación de consentimiento para atajar de antemano los problemas que podrían surgir de no prepararse para el RGPD a tiempo.

Sólo tres días antes de la fecha límite a partir de la cual la normativa entraba en vigor, Google anunció que no se uniría al consorcio hasta agosto, afirmando que la solución temporal que habían implementado servía como ‘parche’ hasta dentro de tres meses.

«Solución que, no obstante, no impide que algunos usuarios no estén recibiendo anuncios basados en sus intereses o su localización sin haber dado un consentimiento adecuado con carácter previo», mantiene Nacho García.

DoubleClick Bid Manager (DBM) de Google es la herramienta de publicidad que está en el centro de toda esta problemática, y que permite a los anunciantes comprar intercambios de anuncios dentro de un inventario.

En este punto, administradores de aplicaciones y sitios web que utilizan servicios de DBM están intentando en vano integrar ventanas emergentes de acuerdos de consentimiento por parte de las empresas de publicidad que les proveen de anuncios, pero debido a que las decisiones de los usuarios de Internet aún no pueden ser procesadas por DBM porque Google no se ha unido todavía al consorcio, continúan indefensos.

«Los propietarios de sitios web, de aplicaciones y las agencias de marketing confían en que la situación no sea aprovechada por parte de las autoridades para emprender una ‘caza de brujas’ entre los sitios web que utilizan tecnologías publicitarias para mostrar anuncios a sus usuarios, pero en esta situación no hay duda alguna de que lo más sensato es bloquear por completo la integración de DBM con su sitio web o aplicación si desean evitar sanciones», concluye Nacho García.


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