Important updates regarding Restricted Data Processing control & Universal Opt-Out Mechanisms

Accueil Infos GDSA 48 Important updates regarding Restricted Data Processing control & Universal Opt-Out Mechanisms
Google Ads
Important updates regarding Restricted Data Processing control & Universal Opt-Out Mechanisms
Dear Partner,
You’re receiving this email because you’re listed as a contact for a Google ads and/or analytics product <…>.
Over the course of 2024, Florida, Texas, Oregon, Montana, and Colorado have privacy law provisions coming into effect. In addition, the Colorado Privacy Act (CPA) will begin enforcement of its Universal Opt-Out Mechanism (UOOM) provisions.
For US State laws, Google continues to offer compliance tools to help our partners make their own compliance decisions. For Colorado’s UOOM provision, we will be taking direct action by receiving Global Privacy Controls directly from Users and turning off Ads Targeting.
Partners can review relevant controls in our Help Center <…>.
What’s Changing?
For New US State laws | We will supplement the existing Google Ads Data Processing Terms <…>, Google Ads Controller-Controller Data Protection Terms <…>, Google Measurement Controller-Controller Data Protection Terms <…>, and U.S. State Privacy Laws Addendum <…>. No additional action is required to accept these terms if you’ve already agreed to the online data protection terms.
We will act as your service provider or processor with respect to data processed while Restricted Data Processing (RDP) is enabled for the states outlined above. If you’ve enabled RDP via a product control <…> in Google Ads, then RDP functionality will expand to the other states as they come into effect.
You can refer to this article <…> for more information on RDP and to determine whether RDP meets your compliance needs and to this article <…> for more information on our commitment to data protection law compliance.
For partners operating in Colorado | Colorado Privacy Act Universal Opt-Out Mechanism <…> provisions require that Global Privacy Control signals opt the user out of Ad Targeting. When customers receive or create a GPC, they can send Google a relevant Privacy Parameter like RDP in order to turn off Ad Targeting, Sale, or Share of data.
Customers should also note that Google can receive Global Privacy Control signals directly from users and will engage RDP mode <…> on their behalf.
As a result of these changes, advertisers might view less personalized ads inventory for bidding resulting in changes to targeting efficiency. Additionally, Customer Match, Audiences API, and Floodlight Remarketing lists may see degraded functionality due to increased user opt-outs via the Global Privacy Control. For users who have opted out of Ad Targeting via Global Privacy Controls, Google will disable personalized ad serving based on Customer Match, Audiences API, Floodlight, and Remarketing lists for those users.
This email relates to Google’s ads and analytics products. If you also use other Google products, such as Workspace or Cloud Identity, this email does not affect your use of those products.
The Google Ads Team
You’ve received this mandatory email service announcement to update you about important changes to your Google Ads account.
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