Helping Google Marketing Platform users comply with the CCPA

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 and we give users transparency and control over their ad experiences via My Account and several other features to help you manage your account. Per our Personalized advertising policy, we never use sensitive information to personalize ads. We also invest in initiatives such as the Coalition for Better Ads, the Google News Initiative and ads.txt in order to support a healthy, 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.

Today, we’re building on that feature set by offering restricted data processing, which will operate as set forth below, to help advertisers, publishers, and partners manage their compliance with the California Consumer Privacy Act (CCPA).

About the California Consumer Privacy Act

The California Consumer Privacy Act (CCPA) is a new data privacy law that establishes various rights for California state residents. The law applies to companies that do business in California and meet one of several criteria related to revenue, data processing, and other factors. CCPA requires giving residents the right to opt out of the “sale” of their “personal information” (as the law defines those terms), with the opt-out offered via a prominent “Do Not Sell My Personal Information” link on the “selling” party’s homepage. CCPA does recognize certain exceptions to the definition of “sale,” such that not all transfers of personal information are “sales.” For example, transferring personal information to a “service provider” under the law is not a sale.

CCPA and the Google Marketing Platform

With the CCPA’s effective date of 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 a reminder, each customer is responsible for using Display & Video 360, Campaign Manager 360, and Search Ads 360 in compliance with CCPA 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 CCPA 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 CCPA and other applicable laws.

Note: Google also offers data deletion and retention controls. Subject to the terms of our CCPA service provider addendum, 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 CCPA data deletion and retention controls.


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