Google is implementing changes to comply with new state privacy laws and user opt-out preferences in its ads and analytics products in 2024.
The general picture. Google is adjusting its practices as Florida, Texas, Oregon, Montana and Colorado enact new data privacy regulations this year.
Key updates include:
Restricted Data Processing (RDP) (which is when Google limits how it uses data to show only non-personalized ads) for new state laws:
Google will update its ad terms to enable RDP for these states as their laws come into effect. This allows Google to act as a data processor rather than a partner data controller while RDP is enabled. No further action is required if you have already accepted Google’s online data protection terms.
Respect global privacy control opt-outs:
To comply with Colorado’s Universal Opt-Out Mechanism, Google will honor global privacy control signals sent directly from users. This will disable personalized ad targeting based on things like customer list targeting and remarketing lists for opt-out users.
Why we care This change that Google is implementing will help keep advertisers on the right side of the law when it comes to privacy. However, the changes could affect the efficiency of ad targeting and personalization capabilities as more users opt out.
What they are saying Here’s what Google told partners in an email:
“If you have already accepted the online data protection conditions, customers [i.e. advertisers] Please note that Google may receive global privacy control signals directly from users and will interact with them RDP mode in his name”.
bottom line Google is taking steps to help partners comply with tougher data privacy rules, even if that means limiting their own ad targeting.
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About the author
Anu Adegbola has been a paid media editor for Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.
In 2008, Anu’s career began with
deliver digital marketing campaigns (primarily but not exclusively paid search) by creating strategies, maximizing ROI, automating repetitive processes and making all marketing departments efficient through inspirational leadership both on the agency, client and marketing technology side.
Outside of Search Engine Land article editing, she is the founder of the PPC networking event: PPC Live, host of weekly podcast PPCChat Roundup, ibRand Evangelist at ClickTech.
He is also an international speaker with some of the stages he has presented being SMX (USA), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Live Chat, AdWorld Experience (Bologna) and more.
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