Google overhauls ad policies for CTV and PETs

Google is refreshing its platform policies to address two key shifts in the advertising ecosystem: advances in privacy-enhancing technologies (PETs) and the rapid growth of ad-supported platforms like Connected TV (CTV).

The big picture:

1. Privacy-Enhancing Technologies (PETs): Tools like on-device processing and secure multi-party computation are enabling brands to safely activate first-party data without re-identifying users. Google is integrating PETs into its ad products to protect user privacy while offering tailored ad experiences.
2. Connected TV Growth: With streaming platforms on the rise, advertisers need tools to target audiences effectively and measure campaign success in a fragmented environment.

Why we care. With privacy-enhancing technologies (PETs) becoming a cornerstone of ad strategies, you can now activate first-party data more securely, offering tailored campaigns while protecting user privacy.

Additionally, as Connected TV (CTV) grows as a dominant ad channel, these policy shifts provide tools and guidance to navigate its fragmented ecosystem effectively. Advertisers who adapt to these changes can stay competitive, reach relevant audiences, and measure results—all while aligning with evolving privacy standards that meet consumer expectations.

Policy updates include:

• Prohibiting deceptive ads that mimic system warnings.
• Clarifying partner requirements for responsible data use, including IP address signals.
• Applying PETs to set a high bar for privacy-preserving ad practices across CTV and beyond.

What they’re saying. “Our privacy principles remain unchanged: user choice, transparency, and responsible data use. These updates help businesses navigate a shifting landscape while meeting users’ privacy expectations,” Google said.

Bottom line: As technology evolves, policies must keep pace to ensure businesses can thrive in new digital environments without compromising on privacy.