Programmatic ad buying in Europe has been disrupted by incomplete preparations for GDPR, which went into effect on Friday. Some publishers have stopped accepting programmatic ads and Google has stopped placing ads through third party exchanges. Ads can still be placed through Google’s own DoubleClick Bid Manager. Google will allow more inventory once it completes its integration with the IAB’s consent framework, something it apparently didn’t start working on until quite recently. It’s unclear whether marketers’ results will be hurt by the disruption and a safe bet that consumers won’t care at all.