Those responsible for website monetization were caught by surprise this week.
Google announced a relatively major change to its user consent policy which will affect publishers using Google products and services including Google AdSense, DoubleClick for Publishers and DoubleClick Ad Exchange, as well as whose sites or apps have visitors arriving from the European Union.
The new policy requires publishers to obtain EU end users consent before storing or accessing their data. The change stems from developments related to the EU's recently modified cookie compliance regulations.
According to Jason Woloz, Google's Security and Privacy Program Manager for Display and Video Ads, "it has always been Google’s policy to comply with privacy laws, so we’ve agreed to make certain changes affecting our own products and partners using Google products."
Google did see this coming, of course, publishing a website earlier this month (CookieChoices.org) with the intention of helping publishers obtain tools and access resources that will provide some support when it comes to obtaining user consent. Publishers will be able to access code that can be used to inform visitors about their cookies, as well as to directly obtain consent such as splash screens, notification bars or one-time popup alerts that can be used on mobile apps.