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Google’s delayed entry into a consortium of advertising technology companies has spoiled the members’ push to comply with a new European privacy law, sources said, leaving some firms exposed to fines.
Most at risk are unwitting owners of ad—funded websites and apps, which Google has said have the responsibility of getting consent to serve targeted ads to European consumers.
The experience shows how Google policy decisions cascade through the $200 billion global online advertising industry, which is dominated in most facets by the Alphabet Inc unit.
