What to include in your privacy policy for remarketing

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

When you use the remarketing, re-engagement, or similar audiences feature in your website or your app, you're required to have the following information in your 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 and/or device identifiers to serve ads based on someone's past visits to your website or use of your app.
  • Information about how your visitors can opt out of Google's use of cookies or device identifiers 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 or control the use of device identifiers by using their device’s settings.

Using Google Marketing Platform's remarketing pixels

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

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