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:
Honoring global privacy control opt-outs:
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:
Bottom line. Google is taking steps to help partners comply with tightening data privacy rules, even if it means limiting its own ad targeting.