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Last week, the browser company Brave alleged that Google was using a mechanism called “push pages” to work around restrictions on the sharing of personally identifiable information (PII) laid out by the EU’s General Data Protection Regulation (GDPR). It did so, Brave said, by assigning a distinct, almost 2,000 character-long code to user information shared with advertisers.

Google issued a response to the site Tom’s Hardware saying that it does not “serve personalized ads or send bid requests to bidders without user consent.”

Google’s ad practices are already facing an inquiry by the Irish Data Protection Commission (DPC), specifically with regards to how well they comply with “GDPR principles of transparency and data minimization.” However, regulators attempting to enforce the anonymization of user data could find it difficult to keep pace with companies looking for new ways to both comply with privacy requirements and protect the online advertising revenue that is central to their business.

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Frank Ready

Frank Ready is a reporter on the tech desk at ALM Media. He can be reached at [email protected]

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