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.