Google to honor new privacy laws and user opt-outs

Google is enabling Restricted Data Processing and honoring user opt-outs via Global Privacy Controls signals in light of new state laws.

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Google is rolling out changes to comply with new state privacy laws and user opt-out preferences across its ads and analytics products in 2024.

The big 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 only show non-personalized ads) for new state laws:

  • Google will update its ads terms to enable RDP for these states as their laws take effect.
  • This allows Google to act as a data processor rather than a controller for partner data while RDP is enabled.
  • No additional action required if you’ve already accepted Google’s online data protection terms.

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 will disable personalized ad targeting based on things like Customer Match and remarketing lists for opted-out users.

Why we care. This change Google is implementing will help keep advertisers on the right side of the law when it comes to privacy. However, the changes could impact ad targeting efficiency and personalization capabilities as more users opt out.

What they’re saying. Here’s what Google told partners in an email:

  • “If you’ve already agreed to the online data protection terms, customers [i.e. advertisers] should note that Google can receive Global Privacy Control signals directly from users and will engage RDP mode on their behalf.”

Bottom line. Google is taking steps to help partners comply with tightening data privacy rules, even if it means limiting its own ad targeting.

About the author

Anu Adegbola
Anu Adegbola has been Paid Media Editor of Search Engine Land since 2024. She covers paid search, paid social, retail media, video and more.

In 2008, Anu's career started with
 delivering digital marketing campaigns (mostly but not exclusively Paid Search) by building strategies, maximising ROI, automating repetitive processes and bringing efficiency from every part of marketing departments through inspiring leadership both on agency, client and marketing tech side.
Outside editing Search Engine Land article she is the founder of PPC networking event - PPC Live, host of weekly podcast PPCChat Roundup, and brand evangelist at ClickTech. 
She is also an international speaker with some of the stages she has presented on being SMX (US), SMX (Munich), Friends of Search (Amsterdam), brightonSEO, The Marketing Meetup, HeroConf (PPC Hero), SearchLove, BiddableWorld, SESLondon, PPC Chat Live, AdWorld Experience (Bologna) and more.

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