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The article seems to suggest that it's declared illegal in Austria. Does this somehow apply to the whole EU then?
GDPR is a set of minimum standards that are common between countries in EU, some have even more drastic laws.
To be clear, the transfer of EU citizen's data to the US was deemed against the GDPR. This decision does not mean that Google Analytics itself is illegal.
The article seems to suggest that it's declared illegal in Austria. Does this somehow apply to the whole EU then?
So that means the current status is that's precedent a court in another EU country would strongly consider but technically could come to a different decision on and in either case the losing party has the option of appealing to the EU level.
To be clear, the transfer of EU citizen's data to the US was deemed against the GDPR. This decision does not mean that Google Analytics itself is illegal.
Or would that still violate GDPR as Google as an American company can still be coerced to give access to data stored on their servers outside the US? But I can't imagine that to be the case, as it would effectively mean that any business where an American company stores user data is illegal.
The article seems to suggest that it's declared illegal in Austria. Does this somehow apply to the whole EU then?
The court has not arbitrarily declared GA illegal, it just follows what the GDPR mandates - and came to the (quite obvious) conclusion that GA is not compatible with the GDPR.
Consequently it is illegal everywhere where the GDPR applies. This doesn't mean that there are immediate consequences for those who use GA on their websites in any other country, but it is very likely that other EU countries' courts will decide the same way.
I really hope this will have consequences that shake up ad tech, but the cynic in me says: They're just going to add another disclaimer in their cookie banner and exactly nothing will happen.