Important Updates Regarding Restricted Data Processing Control & Universal Opt-Out Mechanisms
Overview
As of 2024, new privacy law provisions in Florida, Texas, Oregon, Montana, and Colorado are set to take effect. Additionally, the Colorado Privacy Act (CPA) will enforce its Universal Opt-Out Mechanism (UOOM) provisions. These changes impact the way Google handles data for ad targeting and user privacy.
Key Changes
Compliance with New US State Laws
– Supplemental Terms: Google will update the existing Data Processing Terms, Controller-Controller Data Protection Terms, and the U.S. State Privacy Laws Addendum to accommodate new state laws. No further action is required if you have already accepted these terms.
– Restricted Data Processing (RDP)**: Google will act as a service provider or processor for data processed under RDP. RDP functionality will expand to include the new states as their laws come into effect. More information on RDP can be found in [this article](https://support.google.com).
Colorado Privacy Act Universal Opt-Out Mechanism (UOOM)
– Global Privacy Controls (GPC): Google will receive GPC signals directly from users to opt them out of ad targeting. When GPC is enabled, Google will activate RDP mode to turn off ad targeting, sale, or sharing of data.
– Impacts on Advertisers: The introduction of GPC may result in less personalized ad inventory and changes in targeting efficiency. Features like Customer Match, Audiences API, and Floodlight Remarketing lists may experience reduced functionality due to increased user opt-outs.
Implications for Advertisers
– Personalized Ads: Users who opt-out via GPC will not receive personalized ads based on Customer Match, Audiences API, Floodlight, or Remarketing lists.
– Targeting Efficiency: Expect a potential decrease in targeting efficiency and personalized ad inventory for bidding.
Additional Information
These changes specifically impact Google’s ads and analytics products. Other Google services, such as Workspace or Cloud Identity, are not affected by this update.
For further details, refer to the following resources:
– [RDP Compliance Information](https://support.google.com)
– [Google’s Data Protection Compliance](https://support.google.com)
Conclusion
These updates reflect Google’s commitment to compliance with emerging privacy laws and enhancing user control over data privacy. Advertisers should review these changes and adjust their strategies accordingly to maintain compliance and optimize ad performance.
For any further questions, please consult the Google Help Center or contact your Google representative.
Sincerely,
The Google Ads Team
This article summarizes the recent updates from Google regarding changes to Restricted Data Processing controls and the implementation of the Universal Opt-Out Mechanism under new US state privacy laws.
