Google Bows To CCPA
The CCPA (California Consumer Privacy Act) is just six weeks away from enactment, and one of the biggest players in the space is making changes to stay on the right side of the new law. On Friday Google announced it would change its policy on ad targeting to allow third party publishers to disable personalized ad serving. Under the new policy advertisers and publishers will be able to restrict how data is processed through Google Ads, App Campaigns and Google Analytics.
The rationale is that by given third party pubs the ability to opt out of Google ad targeting, the onus of CCPA compliance will shift to them (since Google is no longer force-feeding ads with personalized targeting). In the meantime this change does not equate to full CCPA compliance for Google itself. They, and many other large pubs, are still sorting out the final details of how they’ll handle their own first party data after January 1st.
If you want to geek out on this topic the IAB Tech Lab published technical specs for CCPA compliance, which lays out how publishers and their ad tech partners should handle user data in the new CCPA world.