Google Defaults To EU-US Privacy Framework, Launches Analytics Collaborative Workspaces

The ability to transfer and share information seemed to be top of mind for Google employees Monday. The company announced a privacy shield framework that allows the safe transfer of personal data by default from Europe to the United States, and a collaborative Google Analytics tool called Workspaces available in both Google Tag Manager and Tag Manager 360.

The EU-U.S. Privacy Shield Framework, which went into effect in July, was designed by the U.S. Department of Commerce and the European Commission. It provides companies on both sides of the Atlantic with a standard to comply with EU data protection requirements when transferring personal data from the European Union to the United States.

Google Analytics also announced news Monday about safe sharing of information among teams. The company launched Workspaces, which aims to solve workflow challenges for advertisers and their agency partners that multi-user teams often face when making and editing tags.

The doc-sharing capability allows teams simultaneously to work on tags or make quick changes without publishing anything in the works. A team member needs to create a new workspace, make the changes, and click on the publish tab. Tags, triggers, and other files that are being used in workspaces remain unaffected, according to Google.



Tag Manager lets marketers know if there are conflicts when a new version is created. Then it will guide the user through merging them into one workspace with what Scott Herman, product manager at Google Tag Manager, calls a "conflict resolution tool."

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