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Google is requesting that web publishers provide it with the necessary consents to continue gathering personal information from Europeans for targeted ads as it gears up for the impending arrival of toughened data privacy laws.

The General Data Protection Regulation (GDPR) comes into force on 25 May after which companies will be obligated to obtain individual consent to gather personal details while being more open about how the information gathered will be used.

Failure to comply exposes them to the risk of fines of as much as 4% of global revenue.

As such Google has rewritten its EU user consent policy and will update its contractual terms for products including DoubleClick for Publishers (DFP), DoubleClick Ad Exchange (AdX), AdMob, and AdSense.

Writing for MarketWatch Lara O’Reilly wrote: “Alphabet will be gathering consent from users itself for data-usage on its own properties such as Google.com, Gmail and YouTube.

"But when it comes to third-party websites and apps that use Google’s ad technology to sell ads, the tech giant wants those publishers to be responsible for obtaining consent. Google’s new policy could add further confusion to a compliance process for publishers that is already very complicated.”

Google has previously pledged to win over skeptical consumers and advertisers with improved security and better measurement tools.