Helping Google Marketing Platform users comply with U.S. states' privacy laws

Google has a long history of taking a user-first approach in everything we do. As a part of our commitment to users, we never sell personal information. We give users transparency and control over their ad experiences via My Ad Center, My Account and several other features to help you manage your account. Per our Personalized advertising policy, we never use sensitive information like health, race, religion, or sexual orientation to personalize ads. We also invest in initiatives such as the Coalition for Better Ads, the Google News Initiative, and ads.txt to support a healthy and sustainable ads ecosystem.

Google welcomes privacy laws that protect consumers. In May 2018, we launched several updates to help advertisers and publishers comply with the General Data Protection Regulation (GDPR) in the EEA and the UK.

In 2019, Google began offering restricted data processing (RDP) to help advertisers, publishers, and partners manage their compliance with the California Consumer Privacy Act (CCPA). In January 2023, we expanded the operation of restricted data processing to help customers and partners manage their compliance with the new U.S. state privacy laws.

U.S. states' privacy laws and the Google Marketing Platform

References to Search Ads 360 include both the old and new versions of the product.

Effective January 1, 2020, Display & Video 360, Campaign Manager 360, and Search Ads 360 will offer restricted data processing to customers. Display & Video 360, Campaign Manager 360, and Search Ads 360 will continue to work as they do today.

As of January 2023, Google began supporting CA, CO, CT, and VA U.S. states’ strings via GPP.

Starting this Fall, Google will accept IAB’s US National string via the Global Privacy Platform (GPP) for Display & Video 360. Google will continue to read and respect CA, CO, CT, and VA state strings until further notice. Our support for U.S. State and U.S. National strings only extend to activating RDP when there is an opt-out of Sale, Share, or Ad Targeting. Partners may either provide individual state strings, and/or they may provide the U.S. National string for applicable U.S. States supported by IABs GPP.

As a reminder, each customer is responsible for using Display & Video 360, Campaign Manager 360, and Search Ads 360 in compliance with U.S. states privacy laws and other applicable laws. Please note the following:

  • Restricted data processing does not extend to the sending or disclosure of data to third parties from products in the Google Marketing Platform (GMP). You must ensure you’ve taken any measures with respect to such third parties as required to meet your restricted data processing compliance needs.
  • If you share data from one Google product to another Google product, data, once shared, will be subject to the terms of the product that receives the data.
  • Certain types of campaigns are not compatible with restricted data processing, such as TrueView, bumper, or other ads on YouTube and Google video partners; Gmail; and outcome-based buying campaigns.
  • Restricted data processing does not apply to data shared with other products that do not support restricted data processing. This includes, but is not limited to, when audience list data is shared from Display & Video 360 with Google Ads, when YouTube conversion tracking is enabled for Floodlight, and similar functionality.
  • Please review your existing settings in Display & Video 360, Campaign Manager 360, and Search Ads 360 to ensure you're using these products in compliance with U.S. states privacy laws and other applicable laws.
Note: Google also offers data deletion and retention controls. Subject to the terms of our U.S. State Privacy Laws Addenda, our data deletion and retention commitments apply when we act as your service provider with respect to data processed while restricted data processing is enabled, on a backwards-looking basis. Learn more about data deletion and retention controls

The Global Privacy Platform and Display & Video 360

Developed by the IAB’s Tech Lab, the Global Privacy Platform (GPP) is a standardized framework for storing and passing user privacy consent preferences. Display & Video 360 will support the GPP for publishers that want to use it for U.S.-based inventory. This applies for the following:

  • U.S. state strings
  • Restricted Data Processing parameters
  • Kids parameters

Display & Video 360 will not support the GPP for the following:

  • U.S.-wide strings
  • TCF strings for the European Economic Area (EEA)

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