websites and apps that use Google’s advertising tools will be able to block personalized ads from being shown to internet users in California and elsewhere, in efforts to help Google comply with the state’s new privacy law, the tech giant announced to its clients this week.
Now, websites and apps that use Google’s advertising tools will be able to block personalized ads from being shown to internet users in California and elsewhere, in efforts to help Google comply with the state’s new privacy law, the tech giant announced to its clients this week.
Advertisers can spend up to 10 times more to place personalized ads, which use consumer’s browsing history, interests and past online behavior, when determining which ad to show.
However, it is not yet clear how many publisher and advertiser clients will enable the new restrictions, as interpretations of the law are likely to vary. Google refused to elaborate on whether further measures related to the new law would be forthcoming.
Websites and apps selling ads through Google tools such as AdSense and Ad Manager are not required to make significant changes under the company’s new compliance terms, which it posted online and sent to clients over the last three days. But ad sellers can choose to stop personalized ads either to all consumers with internet addresses originating in California or to any individual worldwide that blocks the sale of personal data.
According to Google, when “restricted data processing” is triggered, ads will only be based on general data, such as the user’s city-level location or the subject of the page where the ad is shown. Also, Google will not capture users’ personal data for future advertising purposes in the restricted mode.
Additionally, advertisers that use Google’s tools will have the choice to restrict data processing, although, as a consequence, they would lose the ability to personalize ads to consumers that, for example, have visited a particular online store, or installed a particular app.
Source: Reuters