Google is making changes to its ads and analytics products in order to comply with new state privacy laws and accommodate user opt-out preferences. This comes as Florida, Texas, Oregon, Montana, and Colorado enact new data privacy regulations in 2024.
One of the key updates Google is implementing is Restricted Data Processing (RDP). This means that Google will limit how it uses data to only show non-personalized ads in accordance with the new state laws. Google will update its ads terms to enable RDP for these states as their laws take effect. This change allows Google to act as a data processor instead of a controller for partner data while RDP is enabled. If users have already accepted Google’s online data protection terms, no additional action is required.
In addition, Google is honoring global privacy control opt-outs. To comply with Colorado’s Universal Opt-Out Mechanism, Google will respect Global Privacy Control signals sent directly from users. This means that personalized ad targeting based on things like Customer Match and remarketing lists will be disabled for users who have opted out.
These changes are important because they help ensure that advertisers are in compliance with privacy laws. However, they may impact ad targeting efficiency and personalization capabilities as more users choose to opt out.
Google has informed its partners of these changes through an email. They have stated that if partners have already agreed to the online data protection terms, Google can receive Global Privacy Control signals directly from users and will engage RDP mode on their behalf.
Overall, Google is taking steps to assist its partners in complying with stricter data privacy rules, even if it means limiting its own ad targeting capabilities.
About the author:
Anu Adegbola has been the Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video, and more. Anu has a background in delivering digital marketing campaigns, particularly in the area of Paid Search. She is also the founder of PPC networking event – PPC Live, host of the weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. Anu is an international speaker and has presented at conferences such as SMX, Friends of Search, and SearchLove.
