Google Becoming Gatekeeper Of Data With DoubleClick ID Restrictions

Google is removing anonymized and encrypted user IDs from DoubleClick data transfer starting May 25, to align its data practices with the European Union’s General Data Protection Regulations (GDPR). The changes apply to all companies using the DoubleClick ID feature. The data remains accessible to advertisers, but the move makes Google the gatekeeper of the data to prevent data sharing and requires advertisers to use its platforms and tools.