What to include in your privacy policy for your data segments

Starting on May 1, 2023, similar audiences (or segments) will be gradually phased out as a targeting feature. Learn more about this latest change to audience targeting

To provide a comprehensive and consolidated view of your Audiences and make audience management and optimization simpler, you’ll find the following improvements in Google Ads:

  • New audience reporting
    Detailed reporting about audience demographics, segments, and exclusions is now consolidated in one place, the “Audiences” tab within the left page navigation menu. You can also easily manage your Audiences from this report page. Learn more about Audience reporting
  • New terms
    We’re using new terms on your audience report and throughout Google Ads. For example, “audience types” (these include similar, custom, in-market, and affinity) are now referred to as audience segments and “remarketing” is now referred to as “your data”. Learn more about the updates to Audience terms and phrases

Your data segments allows you to reach people who previously visited your website or used your app, and match the right people with the right message. While it 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 your data segments on your website or in your app.

When you use your data segments 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 your data 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 pixels for your data segments

If you're using Google Marketing Platform's pixels for your data segments, 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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