What to include in your privacy policy for remarketing

The remarketing or similar audiences feature in AdWords allows you to reach people who previously visited your website, and match the right people with the right message. While remarketing can be a great way to attract past visitors back to your site, you should inform these people that you gather information for remarketing or similar audiences on your website.

When you use the remarketing or similar audiences feature in your website, you're required to have the following information in your website's privacy policy:

  • An appropriate description of how you're using remarketing or similar audiences to advertise online.
  • A message about how third-party vendors, including Google, show your ads on sites across the Internet.
  • A message about how third-party vendors, including Google, use cookies to serve ads based on someone's past visits to your website.
  • Information about how your visitors can opt out of Google's use of cookies by visiting Google's Ads Settings. Alternatively, you can point your visitors to opt out of a third-party vendor's use of cookies by visiting the Network Advertising Initiative opt-out page.

Using DoubleClick's remarketing pixels

If you're using DoubleClick's remarketing pixels, your privacy policy can instead tell people to opt out of DoubleClick's use of cookies by visiting the DoubleClick opt-out page or the Network Advertising Initiative opt-out page.