“It’s very well intentioned, but a lot of the detail of the regulation came through very late,” he explained. “All of us have been rushing to make sense of it and define how we deal with it.”

For example, Google is currently working through how third-party measurement will work under GDPR. While Google wants to offer the right tools for advertisers, Brittin said it would not compromise on user privacy and security and that it is “just starting” to work with partners it can verify comply with data regulations.

Another issue has been working with multiple data protection agencies across 27 countries, all of which have their own takes on what the new rules mean.

“It is challenging and it’s going to be a bumpy road. Why? We’ve spent many years working with all the data protection authorities in Europe. There are 27 countries, Germany alone has 19 different data protection authorities, all of them are interpreting GDPR in their own way,” he said.

Sourced through Scoop.it from: www.marketingweek.com