US data giant Google has fared best after the General Data Protection Regulation ( GDPR ) was brought in to force in May , according to a study by Cliqz and Ghostery . By analyzing before - and - after data from WhoTracks.me , run by the two companies , the study concluded that while small ad tracker firms lost 18 - 31 % of their market reach and Google 's declined 7 % , Google grew its reach by 7 % . The number of trackers per capita in the EU dropped 4 % after GDPR came into force , but Google has used its dominant market position , along with its significant resources , to further increase its industry share .
US technology giant Google has fared best after the General Data Protection Regulation (GDPR) was brought in to force in May, according to a study by Cliqz and Ghostery. By analysing before-and-after data from WhoTracks.me, run by the two companies, the study concluded that while small ad tracker firms lost 18-31% of their data reach and Facebook's declined 7%, Google grew its reach by 1%. The number of trackers per page in the EU dropped 4% after GDPR came into force, but Google has used its dominant market position, along with its significant resources, to further increase its industry share.