Google has announced significant updates to its privacy controls to comply with new privacy laws taking effect in Florida, Texas, Oregon, Montana, and Colorado throughout 2024. These changes will impact Google Ads and Analytics users’ data processing and ad targeting.
What’s Changing?
- New US State Laws: Google will supplement existing data processing terms for compliance with the new state laws. No additional action is required if you’ve already agreed to these terms.
- Restricted Data Processing (RDP): Google will act as a service provider or processor with RDP enabled for the specified states. RDP functionality will expand as new state laws come into effect.
- Colorado Privacy Act: Global Privacy Control Signals will opt users out of ad targeting. Google will receive these signals directly and activate RDP mode on users’ behalf.
Impact on Advertisers:
- Reduced personalized ad inventory may affect targeting efficiency.
- Customer Match, Audiences API, and Floodlight Remarketing lists may see reduced functionality due to increased user opt-outs.
This news was spotted by Anthony Higman.
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