Google and Updates of Restricted Data Processing control and Universal Opt-Out Mechanisms in US
Wednesday, June 26, 2024Plus, the Colorado Privacy Act (CPA) will begin enforcement of its Universal Opt-Out Mechanism (UOOM) provisions.
For US State laws, Google offers compliance tools to help its partners make their own compliance decisions. For Colorado’s UOOM provision, Google will be taking direct action by receiving Global Privacy Controls directly from Users and turning off Ads Targeting.
Updates related to RDP and UOOM in United States
For new US State laws
Google will extend 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 have already agreed to the online data protection terms.
Google 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 have enabled RDP via a product control in Google Ads, then RDP functionality will expand to the other states as they come into effect.
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.
These updates are for Google’s ads and analytics products. If you also use other Google products, such as Workspace or Cloud Identity, these updates does not affect your use of those products.
